Insomnia

...ba href=/insomnia/a/b pill to debut from rivalTheresa Agovino, Associated PressNEW YORK - The maker of Ambien has begun a new ad campaign it hopes will reverse a sales slide triggered by reports that some patients couldn't recall driving or eating while sleepwalking when using the prescription sleep aid.

The campaign Wednesday is likely the first salvo in what analysts predict will be a fierce advertising war in the market that has seen sales drop in the aftermath of the negative news.

Ambien is expected to have a new competitor by June when Pfizer Inc.

plans to debut a new pill.

Analysts expect the ads to flood the media just as the commercials for erectile dysfunction treatments like Viagra, when that drug added new competition.

"You are not going to be able to watch a television show without seeing a commercial for a sleeping pill," said Jason Napodano, an analyst at Zacks Independent Research.

Pfizer Inc.

is expected to begin selling a new sleep pill - known generically as indiplon - with partner Neurocrine Sciences Inc.

this summer.

It will compete head-on with Ambien and Lunesta, a prescription drug that Sepracor Inc.

began marketing 11 months ago as a way for the sleep-deprived to get a good night's rest.

Sleeping pill prescriptions grew 55 percent to 45.5 million from 2001 to 2005, according to IMS Health, a pharmaceutical market research firm.

Six-month old Ambien CR, the successor drug to the headline-grabbing medicine, had been steadily gaining market share since last Oc...

...ba href=/insomnia/a/b and is trying to be a decent father to his 10-year-old daughter while clinging to his job as a psychologist.

Instead of curing his patients, Joel begins to share in their delusions.

SW She's the Man PG Bend it Like Beckham tossed with Twelfth Night, this teen romantic comedy has Amanda Bynes cross-dressing as twin sister Viola, passing herself off as her brother Sebastian to get on a boy's soccer team, but her disguise gets harder to maintain after she falls for her hunky roommate Duke Orsino.

Surprisingly sophisticated comedy ensues.

SW V for Vendetta 14A In their first film after The Matrix trilogy, the Wachowskis have chosen a story about a hero terrorist that is fraught with controversy and ripe for misunderstanding.

Their inability to toss out bad ideas or to trim a wayward screenplay once again robs them of greatness, turning a potentially potent vision of post-9/11 hypocrisy into a fitfully entertaining pinball game.

Hugo Weaving keeps the film from completely drifting off into Looney Tunes territory.

PH Other screens Cineforum Sat.: Bugs Bunny & Friends 5 p.m., Salvador Dali Film Fest 7 p.m.; Sun.: Siddartha 4 p.m., Alice in the Wall 5:30 p.m., Oz Darkside 7 p.m., Kid Dracula Nosferatu 8 p.m.; Mon.: The Fountainhead 7 p.m., Sabotage 9 p.m.; Tues.: The Saphead 7 p.m., Sadie Thompson 9 p.m.; Wed.: Theatre of Blood 7 p.m., Ringu 9 p.m.

($20/$10).

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603-6643.

Cinefranco The French cinematic festival features 37 films — subtitled in English ...

...ba href=/insomnia/a/b or other sleep disorder, consult your physician.

Do not use over the counter sleep medications for extended periods.

This can be detrimental to your well-being.

23.

Take naps as time permits.

If you have your own office, shut the door at lunch time, turn off your phone and take a nap.

If you aren’t able to lie down then fold your arms on your desk and lay your head in your arms.

Your nap time should not exceed one hour.

24.

If you are really really tired, take a day off from work to catch up on your sleep.

Please contact JazzMama if you can’t think up any excuses for why you’re not coming to work today.

If you are the boss, that’s even better.

25.

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In observance of National Sleep Awareness Week (March 27 - April 2, 2006) platform ...