Although Fox Searchlight spent much of the fall insisting that the epidemic of vomiting and fainting spells during 127 Hours’ infamous amputation scene was not some sort of viral publicity stunt, with co-president Stephen Gilula even remarking, “We don't see a particular publicity value in it.” The studio certainly seems to see a value in it now that Oscar season approaches (and 127 Hours slips further into the realm of the also-ran): Fox has fully embraced the film’s reputation for making people sick by setting up the website www.ikeptmyeyesopenfor127hours.com, where fans can download Facebook badges and order T-shirts imprinted with the site’s logo to “show your resolve,” while also giving away buttons bearing the same slogan at some 200 theaters this weekend. Meanwhile, everyone who willingly attends Yogi Bear will get a complimentary euthanization.

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