Bankrupt film manufacturer Kodak has had its name removed from the Los Angeles theatre that has hosted the Academy Awards since 2002.
The president of the Academy of Motion Picture Arts and Sciences said hosts and presenters at the ceremony on Sunday must not refer to it as the Kodak Theatre, but instead call it the Hollywood and Highland Centre.
Tom Sherak said: "It will be live from the Hollywood and Highland Centre in Hollywood, California. That's what the landlord has asked us to do and we're going to do it."
Eastman Kodak Co signed a \$74m (£46.6m) deal in 2000 for the naming rights to the 3,400-seat theatre in Hollywood.
It was a huge marketing opportunity for the brand. The Oscars is the second most-watched event on US TV behind the Super Bowl.
Although ratings have dropped in recent years, it was still watched by 37.6 million people in 2011.
Kodak had been in a dispute with the building's owner, CIM Group, which said it could not pull out of the deal 10 years early.
But on Wednesday a court ruled that the company was able to reject the remainder of its commitment and could have its name removed from the iconic theatre immediately.
The theatre will be given a new name once another sponsor is found.
On Thursday the theatre was still displaying the name Kodak on its walls but it is thought organisers of the 84th annual awards will cover it up before the world's cameras hit the red carpet on Sunday.
Kodak will still have a presence at the star-studded ceremony - its spokesman Christopher Veronda pointed out that seven of the nine films nominated for best picture were shot on Kodak film.
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