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In a move that surprised me simply because I had no idea there was a ban to life, the Academy of Motion Picture Arts & Sciences has announced that, beginning with next year's awards, movie ads will be allowed to run during the Oscars.

You mean to tell me that an industry as rife with self-promotion as the movies has resisted the further promote itself on its most gushingly self-congratulatory night of the year? Yes, it's true, and it goes all the way back to the first televised awards in 1953, when Michael Douglas was a gently-graying and distinguished leading man.

Cynically, the move could be seen as a ratings ploy. After all, last year's Oscars were the lowest-rated ever, and debuting big movies in commercials during the Academy Awards could bolster the number of viewers. I guess. I mean, it wouldn't be a huge draw.

Sid Ganis - who's not just the Academy President; he's also a client - told Variety, "We’ve been talking about it a lot. We’re a celebration of movies, and here is a way to get new movies out there in addition to celebrating movies from the previous year."

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