The Fangoria Horrors Convention looks absolutely brilliant, and something I would have loved to go to. Not your traditional festival, it featured blood baths, nurse zombies, killer condoms, Girls and Corpses... you get the vibe.
Activities include Zombie walk record attempts, lots of horror movies and a general dark and macabre behaviour.
Implications - Embracing a genre can capture the imagination of an entirely new demographic and open up a limitless universe of potential innovation for companies struggling to make their mark. Once you agree that you are working within the realm of horror, for example, suddenly any product you can think of has a hundred different ways to be presented. This easy but limitlessly creative strategy is one no company should ignore under any circumstances.