New Line Cinema selected UMCA to assist with field publicity for "BLADE II" starring Wesley Snipes. UMCA partnered with Amen Ra Film (Lori Davis and Glennis Bastien) and New Line's field publicity team of Elissa Greer-Arko and Gillian Brookes to develop a North American club tour that converted top night spots in Toronto, Atlanta, Miami, Detroit, New York, and Chicago into a vampire's playground. The strategy successfully integrated the rave, hip hop and general market genres of music, nightlife and moviegoers. In addition, UMCA leveraged a cross promotional partner in Ducati where a lucky sweepstakes winner had an opportunity to win a Ducati motorcycle, autographed Blade gear, Oakley sunglasses and a trip to the premiere. UMCA solicited entries into the sweepstakes, facilitated the notification of the winners and disbursed prizes. 'BLADE II' opened #1 at the box office in its first weekend with a take of over $33 million. Elissa Greer-Arko, Gillian Brookes and Kevin Shelby of New Line Cinema Marketing expertly managed this team effort.