The upcoming Academy Awards show is the 85th, a significant anniversary that in past years might have brought a reunion of past winners, special film clips or some sort of recognition on the Oscar show.
But this year, the number 85 has been quietly retired, and so has the phrase "Academy Awards."
Both disappeared from official AMPAS materials about three weeks ago. "We're rebranding it," Oscar show co-producer Neil Meron told TheWrap on Monday. "We're not calling it 'the 85th annual Academy Awards,' which keeps it mired somewhat in a musty way. It's called 'The Oscars.'"
During TheWrap's interview with Meron and his partner Craig Zadan, Meron said they were under the impression that the new approach would continue in the future.