The Schmooze

James Franco's New Advertising Strategy

To generate some buzz for his latest movie, “127 Hours” star James Franco is making use of a secret weapon - his sweet old Jewish grandma.

A likely Oscar nominee for the film, Franco released a short home video on Christmas Day featuring his grandmother, who joins the actor while wearing a Santa hat. “I’m the Number One Santa,” Franco’s grandmother says.

“That’s weird,” the actor responds, “because you’re - you’re Jewish.”

“Part Jewish,” she counters, before the pair move on to their main point of business: telling fans to check out his newest movie.

Having established her nice-old-lady status, Franco asks his grandmother what she thinks of moviegoers hesitant to see the film, which is based on the true story of a hiker who gets trapped under a boulder and must amputate his own arm to escape. Released in November, the film received enthusiastic reviews but has made some potential viewers queasy over its climactic scene. Franco’s grandmother, however, won’t stand for such sensitivities. “I think you’re a bunch of …!” she shouts at the camera, using an obscenity unprintable on a family-friendly blog such as this.

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James Franco's New Advertising Strategy

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