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A raging fire swept through the website for the Full Frame Documentary Film Festival early Monday morning. But don't worry—the digital blaze is all part of McKinney + Silver's ambitious online campaign for the annual Durham-based festival that touts the drama of "Realitywood" over the fiction of Hollywood. Starting with an online video news conference scheduled for 4:00 Monday afternoon, Full Frame officials will keep visitors updated on the status of the fire via daily press conferences and e-alerts. Those same officials insist that the festival itself, scheduled for April 6-9, will not be affected by the fire—and reports from unnamed sources close to local firefighters indicate that the blaze should be contained within a few days, at which time a new redesigned website may be unveiled.