Enjoyed it more than I expected. (Spoilers)
From the title I expected a very large dollop of heroic, manly, bare (probably hairy) chested firefighting and very little else. To be fair there is a lot of that in this film. However Brolin and Connelly, particularly Connelly, lift the film above that simplistic level and I enjoyed it. There are other story lines in there and they were OK but I had a problem telling one beefy mustachioed firefighter from another which meant they blended in to one homogenous mass and couldn't establish individual characters.
The flaming bear image was hard to watch. I know it's symbolic and links back to earlier memories but all I could think of was it's agony. I'm not sure I would have left it in the film but at the same time you cannot take it out - certainly hard to forget.
Finally, the near to closing scene with Connelly riding and the horses on the hill top. A very beautiful woman beautifully filmed - another image that is going to be stuck in my brain for a while.