For the faint of heart

What if Resident Evil became the first horror film so terrifying it asked audiences to check heart risks? To encourage 45–55-year-olds to check Lp(a) levels, we used the release of the new Resident Evil film. Fans are invited to see if their heart can handle the scare. Those with normal levels unlock free access to the premiere. Those with elevated levels can attend a safer screening with trigger warnings before jump scares at AMC Theatre in New York. The campaign launches a month before the premiere, using cinema media and promotions to gamify testing and reward participants.