Overheating Video Card??

Hey ya'll! Okay, think I have a serious temp problem w/ my video card.

I have a MSI Nvidia 6800GT(256MB-PCIe) video card. A few months ago, when I was last gaming, I played BF2, but stopped because the game was so buggy, and during gameplay, my computer would reboot! Any other time; no reboots.

So I recently got Company of Heroes, started to play it... about 20-30 minutes into the game, BAM, my PC starts rebooting again. Two games making my PC reboot? Not likely, so now I'm suspecting hardware issues.

I popped open the Nvidia panel (latest drivers BTW!), checked my temp.. and WHOA, when not even gaming, Core GPU was in the 90's! Yikes! Decided to leave the panel/temp open, run a fps demo. I checked after running just a 5 minute demo, and wham... temp was 110c! Phew! (ambient temp was in 70's)

So here's what I did; took the side cover off; moved my sound card further away from under the video card so it's got better airflow; and lastly I bumped up the slider for the video card fan to MAX RPM (before it was at about 75%).

Now, granted I didn't shut my PC down to let it cool down, but I ran the demo two more times, and the temp was still 108c! Right now it's idling at 91c. That's with the cover off! My house temp is 77c. Not hot in here!

What else can I do to cool this beast? I got the whole box open, still heating up! Chassis fan blowing right over the card ONTO the card? With another next to sucking air out? I perplexed why it's still running so hot. Maybe I need to shut it down for a bit, then look at it again after I made all these changes...

Thoughts?

Good call, sorry, was typing too fast. LOL It's not 77c.

Anyhoo, I left my PC off for hours, fired it back up.. it was idling in 60s. I just played about an hour of a game, exited and checked the temp, it was 120c!!

Help..