But that changed Sunday for recipients of a record 12 Breakthrough Prizes, the award created two years ago by Russian billionaire venture capitalist Yuri Milner, Facebook founder Mark Zuckerberg, Google co-founder Sergey Brin and other tech industry luminaries. Each prize is worth $3 million (roughly Rs. 18 crores), almost three times the cash a Nobel Prize winner receives.
This year is the first to honor mathematicians. Five won for work ranging from algebraic geometry to analytic number theory. In the future, just one prize per year will go to a mathematician, organizers say; the large number Sunday celebrates the inaugural year for math.
Six prizes went to researchers in life sciences for discoveries in areas ranging from bacterial immunity to genetic regulation. The physics prize went to a group that showed the expansion of the universe was accelerating, not slowing as previously assumed.
The prizes' funders aim to generate a sense of excitement around scientific accomplishment, Milner said in an interview.
"We are trying to use all means available, including money, to get the message across," he said.
Milner, a onetime physics PhD student in Moscow who dropped out to move to the United States in 1990, has backed some of the world's biggest technology companies, including Facebook.
Organizers also threw some Hollywood razzle-dazzle into the mix. Sunday's award ceremony was hosted by Seth MacFarlane, creator of the hit TV series "Family Guy." Presenters included actresses Kate Beckinsale and Cameron Diaz, along with actors Benedict Cumberbatch, Jon Hamm and Eddie Redmayne.
Science could use the marketing, with portrayals of nerdy science types rife in movies and television. Milner contrasted that with the situation 50 years ago, when scientist Albert Einstein was a household name.
"If you look at the list of celebrities now, you could probably not find a single scientist in the list of the top 200," he said.
A self-proclaimed science fanatic, Milner keeps up with developments in the field by reading stacks of science magazines.
"It's my only hobby," he said.
© Thomson Reuters 2014
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