Tuesday, December 21, 2010

Fox Searchlight dares you to see "127 Hours"

James Franco plays rock climber Aron Ralston in "127 Hours."
Published on Dec 16, 2010 11:00AM 0 Comments

In marketing "127 Hours," Fox Searchlight initially tried to downplay stories of audience members fainting when they saw climber Aron Ralston (played by James Franco) cutting off his pinned right arm in Utah's Bluejohn Canyon.

Now, Fox Searchlight is making a virtue out of the shock factor.

The Los Angeles Times is reporting that the distributor is launching a website, with the logo "I Kept My Eyes Open for 127 Hours," and will be distributing pins at 200 theaters playing the film this weekend.

The L.A. Times notes that the box-office for "127 Hours" (which was filmed in Utah) has been solid, but not that spectacular, earning $8.5 million in six weeks in its rollout release.


1 comment:

Buzz Lightyear Toy said...

It earned that much because it's really that great! Kudos to the people behind this movie!