Look at BDU JY Bidu Oct $290 calls. You could have bought them on Friday for $18. They are worth $27 right now. You can sell them or hold them. BIDU is $299.20 right now. Expiration is still a month away. If BIDU keeps going up then the value of the calls will continue up.
DSDstock, here is a figure showing an example how the premium you have to pay for MRK call options vary for different expiry months, the longer duration the more you have to pay, follow the link and read the article for details http://www.gummy-stuff.org/about_Options.htm