Bankrupt Eastman Kodak Co is having its named yanked from Monday's telecast of the Oscars.
"It will be live from the Hollywood and Highland Centre in Hollywood, California.
That's what the landlord (of the theatre) has asked us to do and we're going to do it," said Tom Sherak, president of the Academy of Motion Pictures Arts and Sciences.
The announcement comes after much speculation as to whether the once-dominant film manufacturing and photography company would keep its name on the Oscar theatre after filing for bankruptcy earlier this year.
Kodak signed a $US74 million deal in 2000 for naming rights to the 3,400-seat theatre in Hollywood that is home to the Academy Awards and also houses a production of Cirque du Soleil.
The deal was an enormous marketing opportunity for Kodak's brand because the Academy Awards annually is the second most-watched event on TV behind the Super Bowl.
Last year's telecast was viewed by 37.6 million people.
But under bankruptcy law, the company was able to reject the remainder of its 20-year commitment, and sought to have its name removed from the theatre immediately.
Reuters
