'127 Hours' Marketing Dilemma

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The new Danny Boyle (Slumdog Millionaire) movie, 127 Hours, starring James Franco opens this weekend. The film is based on the true story of Aaron Ralston, the mountain climber who had to cut off his own forearm to save himself when trapped in a while hiking. Though Fox Searchlight, the studio behind the movie, has big awards hopes for the movie, audiences at film festival from Telluride to Toronto to Mill Valley and beyond have been fainting in screenings because of the intensity of the footage.

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