Media Release: ZOO Magazine takes on challenge of ‘living’ in HMV shop window for 127 hours

TO celebrate the 127 Hours Blu-ray and 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, ZOO Magazine has volunteered a man to spend 127 Hours living in the display window of HMV whilst carrying 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

In a partnership between Twentieth Century Fox UK, ZOO Magazine and HMV, Luke Jones, a 28 year-old account manager at ZOO Magazine, 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 Magazine, Fox and HMV social networks, Luke will be raising money for Everyman – one of the UK’s leading prostate and testicular cancer charities.

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.

Damien McSorley, editor at ZOO Magazine, said: “We jumped at the chance to help the Everyman Cancer Charity, as it’s a charity close to the hearts of all young men across Britain.

“The 127 Hours challenge is a daunting prospect – but with the injection of ZOO Magazine’s sense of humour, we’re sure they’ll be plenty of laughs and a few scares to be had along the way.”

HMV’s Gennaro Castaldo added: “Obviously, there’s little comparison between the relative comfort of a shop window in 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.”

For those unable to follow Luke’s progress in person, every minute can be followed on a live internet stream via

Can he survive in this intimidating environment under the watchful eye of the whole of the UK?


For further information, press accreditation please contact

Edwin Hayfron

Premier PR

0207 292 7378 / 07534 893 604

Laurence Bray

Premier PR

0207 292 7324 / 07525 226 305

Gennaro Castaldo


0207 432 2033 / 07801 194 139


Donations to Everyman can be made via:

Follow Luke Jones on Twitter: @ZOO_UK or @127HoursMovie

Join him on Facebook at


Everyman’s mission is to stamp out testicular and prostate cancer. This can be achieved by making everyone recognise the tell-tale signs, and understand the importance of treating them. By increasing this awareness, they also hope to raise money to fund life-saving research.


127 Hours, directed by Danny Boyle, is set in the unmistakeable backdrop of the canyons of Midwest America. James Franco plays Aron Ralston, an extreme sports enthusiast who enjoys nothing more than exploring the world around him and pushing his body to the limit.

Aron is in the middle of a routine climb in the remote Blue John Canyon in Utah when a boulder suddenly becomes dislodged just above him crashing onto his arm, and leaving him trapped in solitude for the next five days.

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


ZOO has a strong identity and personality: it is the funny, topical and talked about men’s weekly and is an essential part of blokes’ lives. They need beer, banter, girls, football…and ZOO. Lads who like a good, cheeky laugh flock to ZOO, and come back every week because it isn’t over-the-top sleazy, formulaic or boring. The ZOO team have re-developed the magazine to re-energise the brand among its audience of fun-loving young men. ZOO has a regular hand in charity work, managing to fund-raise thousands of pounds for Comic Relief with charity auctions and stunts, and a by donating 10p from every issue sold.

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Contact: Gennaro Castaldo
Phone: 0207 432 2033 / 07801 194 139