At E3 2004, Activision's surprise announcement was an original horror title from Spider-Man studio Treyarch. Set in a city overrun by the sprinting dead, the player's best chance for survival was to jump in an abandoned vehicle and floor the accelerator, while the zombie hordes tried to tear your ride apart around you. There was a second surprise announcement to come, though: a month after unveiling Dead Rush, Activision cancelled it for not being a guaranteed sales hit.
It's the end of the road for Dead Rush, and back to Spider-Man games for its creator. At least E3 2005's original Activision title Gun survived to the end of development.