24 February 2013 10:28 AM, PST | Moviefone | See recent Moviefone news »

Lest we forget, the Oscars are, on the most basic level, a marketing tool for the film industry. The Academy's seal of approval is supposed to be accompanied by a financial windfall for each honored movie -- the so-called Oscar bounce. And the box office success for an Academy Award-winning movie is, in turn, supposed to boost the street cred of the Academy, proving that it's not just an elitist institution that has no overlap with popular taste. It doesn't always work that way, of course. Attempts in recent years to bring the Oscars more in line with the box office (notably, expanding the Best Picture field from five to as many as 10 nominees) have largely failed to deliver bigger ticket sales for the winners while also failing to make a populist case for the Academy. This year, however, an even simpler Academy rule change -- moving the date of »

- Gary Susman

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