A biography titled Something Incredible This Way Comes was released, written by Paul Stenning (Published in 2006). It features their beginnings, right through to The Black Parade. On August 22, 2006, the band played a special one-off show at the 1800-capacity LondonHammersmith Palais. The show sold out in 15 minutes prompting tickets being sold on eBay well over the tickets' face value. The name of the album they promoted was announced and 20 people dressed in black capes with their faces obscured paraded around 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.