On August 22, 2006, the band played a special one-off show at the 1800-capacity London Hammersmith Palais. The show sold out in 15 minutes, prompting tickets to be re-sold on eBay well over the tickets' face value. The name of the album was announced and 20 people dressed in black capes with their faces obscured paraded around the Hammersmith, followed by a large group of fans and street team members with signs saying "The Black Parade". Later during the show, the album title and the UK release date were confirmed. Before the band took the stage, it was announced that My Chemical Romance were unable to play, but they would be replaced by The Black Parade. After initial crowd hostility it became clear the band were simply performing under a pseudonym in keeping with the theme of the album.