
                         Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: FRIDAY, November 10, 1995                   TAG: 9511100048
SECTION: EXTRA                    PAGE: 1   EDITION: METRO 
SOURCE: NANCY GLEINER
DATELINE:                                 LENGTH: Short

NAME-BRAND GENES

Beware! Elvis sightings may become more frequent - along with appearances by Marilyn Monroe, Abraham Lincoln, James Dean and Mr. and Mrs. First First Couple (George and Martha Washington).

We're not talking zombies here. This is pure science gone Hollywood.

Kary Mullis, using the DNA duplicating system that won him the 1992 Nobel Prize in chemistry, has bought the rights to extract a smidgen of DNA from a lock of Elvis' hair.

Mullis' company, Stargene, plans to make millions of copies of the genetic gold and embed small - really small - bits into artifical gemstones to be made into baubles, bangles and impressive fireplace mantel dust collectors.

Mullis is banking on people parting with about $100 each for reconstituted pieces of their favorite cultural heroes and icons. (Don't you wish you could just add water?)

Mere autographs will go the way of the dinosaur.

What student wouldn't feel smarter with a piece of Einstein close to him when he takes an exam?

If your child is trying out for the basketball team, slip a chunk of Shaquille O'Neal or Michael Jordan around his or her neck.

Want to feel sexier? Perhaps a trinket holding Madonna's or Denzel Washington's DNA will do the trick.

This could be the next Disney venture: Celebrity Jurassic Park.

by CNB