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Einstein s day, he was view as part of pop culture and a rock star in his time. it s a shame we lost that. reporter: with stars like kevin spacey it s great to see the geeks and the nerds get a fantastic night. reporter: and conan o brien nerds seem to have the upper hand. reporter: zuckerberg helped organize an oscars-like awards show, complete with paparazzi and red carpet. good evening, ladies and gentlemen. reporter: to shine the spotlight on some of the world s people. do you want this to be the most prestigious prize in science. we certainly want this to be a meaningful award for the scientists and something that s public, that way it can be an aspirational goal to children growing up and other folks thinking of going into science. reporter: the idea first came from this man, russian billionaire and technology investor yuri millner. i used to be a physicist a long time ago. i think i m sort of had this ....