"Hollywood as hell.

That's what Bulls center Joakim Noah called the Heat after last season's Eastern Conference finals.

"They're Hollywood as hell, but they're still very good," Noah said begrudgingly after the Heat defeated the Bulls in five games to advance to the NBA Finals.

Such words are the window dressings of a budding rivalry. The bright lights of the Heat's big screen shine upon the Bulls for the first time this season Sunday. It's a nationally televised matinee game at AmericanAirlines Arena between the two best teams in the Eastern Conference.

"I think they're going to approach it with a bit of a chip on their shoulder, but we have a chip on our shoulder, too," Heat forward Chris Bosh said. "Aren't they No.?1 in the East? So, you know, we're the underdog.""