An experimental Roche Holding AG drug, designed to unleash the body's immune system to fight cancer, shrank tumors in patients with advanced bladder cancer in a new clinical trial, the drug maker said Monday.

Roche's Genentech unit, which developed the drug, atezolizumab, said it plans to discuss the results with health authorities in an effort to bring it to market as soon as possible. If approved by regulators, it could become the first of a new wave of cancer immunotherapies to be cleared to treat bladder cancer, and the first new treatment for the disease in the U.S. since 1998.

Atezolizumab, which is infused intravenously, targets certain proteins that help cancer cells escape destruction by the body's immune system; blocking such proteins can help the immune system fight the cancer.

Two other immunotherapy drugs are designed to accomplish the same goal with a slightly different mechanism than the Genentech drug: Merck & Co.'s Keytruda, and Bristol-Myers Squibb Co.'s Opdivo. Both were introduced in the U.S. last year to treat the deadly skin cancer melanoma, and Opdivo has since been approved to treat a form of lung cancer. Roche is developing its drug as a potential lung-cancer treatment too.

The immunotherapies may have potential to treat multiple other types of cancer, including tumors of the kidney, head and neck. Analysts believe the market for such drugs could grow into the tens of billions of dollars in annual sales.

Each year, an estimated 74,000 new cases of bladder cancer are diagnosed in the U.S., and about 16,000 people die from the disease, according to the American Cancer Society. Five-year survival rates range from 15% for advanced-stage cases to 98% for early-stage. Standard treatments include chemotherapy.

In the new Genentech-funded study, researchers provided atezolizumab to more than 400 patients with urothelial bladder cancer that was locally advanced or had spread to other parts of the body, and who had already undergone treatment with an older drug.

The main goal of the study was to shrink tumors in a certain percentage of patients, and Genentech said Monday the study met its goal but didn't release the percentage. Patients experienced adverse events consistent with what has been observed in prior studies, when fatigue and nausea were among the more common side effects reported.

Genentech plans to present the full data at a medical meeting later this year. The company plans to file applications to market the drug for bladder cancer in the U.S. and other countries, a spokeswoman said. Last year, the FDA designated atezolizumab as a "breakthrough therapy" for treatment of bladder cancer, a status the agency reserves for drugs that show promise for serious diseases. The FDA says it works closely with companies to try to speed the development of such drugs.

Write to Peter Loftus at peter.loftus@wsj.com

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