Word: viral
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...ever been - dovetailed with the popular mood. "We saw the dailies coming in and we knew we had an incredible movie," says Fellman. Though Christian Bale's Batman is The Dark Knight's star, it was Ledger's knife-wielding anarchist around whom the studio built an early viral marketing campaign, featuring the villain prominently in posters, trailers and on the web site WhySoSerious.com...
...guesswork. That's why, Fauci says, he rejected the proposal to do a large trial, involving thousands of patients and numerous immune correlates. "What I will entertain is a leaner, meaner and smaller trial that precisely asks and answers, 'Does the vaccine work and is it successful in lowering viral load?'" Fauci says. "If it does, then we go back and start investing more money, people and samples to see if we can find the right immunological correlates. If it doesn't, then it doesn't matter what the immune correlates are, because it didn't work...
...says, the best way to answer that question is by narrowing the focus of a vaccine study to see if it can do one thing: reduce the viral load in someone infected with HIV. If a vaccine can do that, it's worth looking at more closely to figure out how it does it. "Scaling back the trial to look at a single endpoint is a concept that a number of us have championed," agrees Wayne Koff, senior vice president of research and development at the International AIDS Vaccine Initiative...
...Stephen acknowledges that his problem wouldn't have been as bad a generation ago, when viral buzz didn't play as big a role in the market. But it didn't take Fobis long to realize that the viral Wiimote craze playing out on the Internet threatened to obliterate the Weemote's visibility - and that it would be hard to finger culprits in this kind of uncharted legal territory. "This is not a classic trademark-infringement situation," says Fobis' attorney, Ken Hartmann. "But the stakes still involve the time and effort and money it took to develop a product...
...Barack Obama's online fund raising may set new records and the Obama "Baracky" video may someday land in a museum, the long-term legacy of this presidential campaign season may have more to do with the monitoring of government's mundane details than with flashy fund raising or viral videos...