It may not have woken the dead, but Xbox 360’s launch for its “Gears of War” game at the Hollywood Forever Cemetery’s mausoleum got the crowd excited for the newest product. Xbox global event marketing exec Shaun Robins oversaw the event, which was designed to represent the military and monster themes of the game. After partygoers left their cars with valets at the entrance to the cemetery, real military personnel from Gunmetal Group LLC—outfitted in camouflage with rifles—transported them to the site of the party in military jeeps.
Xbox consoles lined the outside walls of the mausoleum, and guests who weren’t testing out the new game lounged on barracks-style cots by the bars outdoors or danced to the music of DJ Vice as fog machines churned out plumes of smoke that wafted over the historic gravesites. Others mingled inside the mausoleum, where more Xbox consoles sat stacked against the walls of the dimly lit hallways. The party went on until the wee hours of the morning.
—Kim Serafin
Posted 11.07.06
Photos: WireImage
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