Academy Awards rebranded as simply 'the Oscars'

Oscars 2013 will no longer be '85th Annual Academy Awards' as prizegiving ceremony ditches 'musty' numbering in favour of informal name – for this year at least

Eighty-five years into its history, the Oscars ceremony appears to be gently dropping the term "Academy Awards" ahead of this Sunday's annual film prizegiving ceremony.

Organised by the Academy of Motion Picture Arts and Sciences, the Oscars have been officially known by the grander, annually numbered title since their inception. An Oscar is the golden statuette handed to winners of the main prizes, though the ceremony itself has become known by the informal title.

Official publicity began to use the informal term around three weeks ago, in part of a deliberate move to freshen up the famous event. "We're rebranding it," Oscars show co-producer Neil Meron told TheWrap. "We're not calling it 'the 85th annual Academy Awards', which keeps it mired somewhat in a musty way.
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