Your lucky you can get that much time, mine usually crashes 1-2m after I land on a planet.
Mine has the same problems with the fans, sometimes it will lock my computer really bad and it will do the same thing. It sounds like they are turned up to full power.
Honestly, i feel for you had exactly the same issues with another game called black desert, Took it into the shop AFTER i ordered the 1070 all they did was clean out my pc, since then i clean it regularly. Am gonna up grade to an i7 7700k and get 4xGB Ram but other than that im trying to get this infomation out there so i know its not just me and its a serious issue, looking at the forums now they seem to be getting some what of the same issue as we are currently experiancing.