On August 22, 2006, the band played a special one-off show at the 1,800-capacity London Hammersmith Palais. The show sold out in 15 minutes, which led to tickets being re-sold on eBay at prices well above face value. The name of the album was announced and 20 people dressed in black capes with their faces obscured paraded around the Hammersmith venue, 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 was unable to play, but they would be replaced by The Black Parade. After initial crowd hostility, it became clear the band was simply performing under a pseudonym in keeping with the theme of the album. Since then, the band would often perform under the alias "The Black Parade", wearing the costumes seen in the album's music videos. Gerard Way would adopt the persona of the leader of the marching band, The Black Parade, and vary his behavior and performance accordingly.