19 February 2013 2:50 PM, PST | The Wrap | See recent The Wrap news »

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. »

- Steve Pond

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