Thursday, 2 June 2011

127 Hours in a Shop window

Londoner takes on challenge of living in shop window for 127 Hours...that’s 5 days and 7 hours or 7,620 minutes!

To celebrate the 127 Hours Blu-ray & DVD release, HMV Oxford Street have teamed up with ZOO Magazine to raise money for Everyman Cancer Charity
  • What: Inspired by Aron Ralston’s story, a Londoner from popular men’s magazine - ZOO, has volunteered to spend 127 Hours living in the display window of HMV whilst he carries out a series of challenging tasks set by the public to raise money for charity
  • Where: HMV London, 150 Oxford Street, W1 1DJ
  • When: Enters window on 5 June 2011 at 10.00am, exits window on 10 June 2011 at 5.00pm
Luke Jones, a brave 28-year-old, will be confined to a space just 2m by 1.8m, where he will have to survive for 127 Hours.

Chronicling his experience via the ZOO, 127 Hours and HMV social networks, Luke will be raising money for Everyman - the UK's leading prostate and testicular cancer charity. He will enter the window at HMV‘s flagship store on London’s Oxford Street at 10am on Sunday 5 June, one day prior to the release of 127 Hours on Blu-ray and DVD, and will leave at 5.00pm on Friday 10 June.

With the traffic of one of the world’s busiest streets bearing witness to his every move, Luke will alleviate his boredom by completing a number of tasks each day set for him by passers-by and the UK public following his challenge online. Tasks can be as diverse as the UK’s imagination; anything from doing 127 press ups, seeing if he can get 127 phone numbers from women on the street or even 127 peas with a tooth pick!

HMV’s Gennaro Castaldo, comments: “Obviously, there’s little comparison between the relative comfort of a shop window on the world’s busiest shopping street, where tens of thousands will be able to observe you, and a rocky crevice in the middle of nowhere cut off from all human existence. However, this attempt won’t be without its difficulties and challenges, and while Luke’s arm will remain safely attached to him and he won’t be forced to drink his own urine (unless he really wants to!), we shouldn’t underestimate how much of a test of endurance this will prove to be. It’s great that Luke will be doing this for such a great cause – and he has our support and best wishes.”

Luke’s progress can be followed on a live internet stream via, and by following his tweets and updates on Twitter and Facebook via the official ZOO, HMV and 127 Hours channels. Can he survive in this intimidating environment under the watchful eye of the whole of the UK?

Just to wet your appetite for the film, you can now watch the whole film in 127 Seconds ...
Directed by Academy Award® winner Danny Boyle (Slumdog Millionaire, Trainspotting), and adapted from the true story Between a Rock and a Hard Place, the critically acclaimed masterpiece 127 Hours finds its way onto Blu-ray and DVD on 6 June 2011 from Pathé Productions Ltd.

The film received six Academy Award® nominations including Best Picture, Best Adapted Screenplay, and Best Actor, and was also nominated for seven BAFTA® awards.

Golden Globe® winning actor James Franco (Milk, Spiderman) plays Aron Ralston, an extreme sports enthusiast who enjoys nothing more than exploring his natural surroundings and pushing is body to the limit. One weekend he goes canyoneering in the breath taking and remote Blue John Canyon in Utah to do what he loves most, but without telling anyone where he is going, and leaving his mobile phone behind…

Aron is in the middle of a routine climb when a boulder suddenly becomes dislodged just above him crashing onto his arm and leaving him trapped in solitude inside a dark, isolated canyon. Over the next five days Ralston does everything he can to prolong his life while wrestling with hunger, thirst, flashbacks and hallucinations.

This breathtaking film takes you on a journey through the mind of a man forced to come to terms with himself in the most extreme of circumstances. 127 Hours is a visceral, thrilling ride that demonstrates what the human mind can achieve when it chooses to fight for life.

The Blu-ray disc comes filled with a host of extras and special features including: Academy Award® winning short film God of Love, Search & Rescue which retraces the actual events that aided in the search and rescue of Ralston, and 127 Hours: An Extraordinary View which details the collaboration between Danny Boyle and James Franco.

Don’t miss your chance to see one of the most talked about films of the year when 127 Hours comes to Blu-ray and DVD this summer.
Released June 6, 2011 on DVD or Blu-ray

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