The Los Angeles Times reports that the Academy of Motion Picture Arts and Sciences has lifted its longtime ban on running commercials for movies during the Oscars as it looks to save its primary source of revenue. Board members voted late Tuesday to ditch a tradition that stretches back more than 50 years and -- in the eyes of some -- was a relic from a simpler and less competitive era. The move comes amid concerns over the softening TV advertising market and lower ratings for Hollywood's biggest event of the year. Under the new rules, a studio will be allowed to buy only one 30- or 60-second spot in the show. However, a media company with multiple distribution arms could buy a commercial for each label. Ads for movies that are in contention for an award would not be permitted in the show. ABC will determine where the spots are to run.