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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