Is This the Most Horrifying Film-Festival Ad Ever?

RPA and Tool's gruesome seven minutes for Newport Beach

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IDEA: "It's only a movie." That was Alfred Hitchcock's line to actors who took themselves too seriously. But it's also literally true for viewers. What feels like a lived experience is merely the projection of an experience. That illusion, magical and mysterious, is at the core of RPA's campaign for this year's Newport Beach Film Festival, opening Thursday.

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