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8 Va. J.L. & Tech. 1 (2003)

handle is hein.journals/vjolt8 and id is 1 raw text is: 8 Va. J.L. & Tech. 1 (2003), at http://www.vjolt.net C0 2003 Virginia Journal of Law and Technology VIRGINIA JOURNAL of LAW and TECHNOLOGY UNIVERSITY OF VIRGINIA SPRING 2003 8 VA. J.L. & TECH. 1 Genetically Enhanced Arachnids and Digitally Altered Advertisements: The Making of Spider-Man Rebecca J. Brown* I. Introduction.......................................................1 II. Purely Legal ...................................................... 3 A. Product Placement ......................3...... ...................3 B. Virtual Signage ....................................... ........... 6 C. Shifting Paradigm ......................9...... ...................9 III. Purely Illegal .................. . .......................... ...... 10 IV. Purely Questionable............................................ 15 A. Privacy Visited............... ......................... ........ 15 B. Sports Revisited ................................................. 15 C. Spidey Examined ................................................ 16 V. Conclusion...................................................... 21 I. Introduction 1. It may be the ultimate in fiction. A comic book character born in sketches, bred in periodic installments, brought to life on the streets of Manhattan. He shoots a web from his wrists so strong and sticky that he can use it to swing effortlessly from building to building. He annihilates the ultimate insane villain - who incidentally travels on a hovering glider that fires pumpkin-bombs - and delivers the city of *JD expected Spring 2003, University of Virginia School of Law. The author would like to thank her family and friends for their encouragement; Professor Tim Wu for offering a class innovative enough to allow for this paper, and Professor Thomas Nachbar for his guidance.

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