so, the disney pixar film, for example, "up" it's very, very rare to see an animated film in the best category. in fact, the last time this happened, t.j., was 1991 with "the beauty of the beast." there's your list. "avatar," "the hurt locker," "inglourious basterds," "precious," "the blind side," it's all about ratings. the akkcademy wants to boost ratings. they've seen a little bit of a decline over the last several years. last year it jumped a little bit, but they want to have a megayear in terms of audience. >> is that strictly it, trying to include more movies that are popular, nothing wrong with the independent films, the kind of artsy films that didn't do so well at the box office, a lot of people over the years, what movieias nominated, that was strictly it, to boost ratings? >> to boost ratings and, again, to broaden the audience. there are people now who may be in to animated films, so you have "up," you have the smaller film, the film that could, the film that is really doing amazing, this accordmy award season, "the hurt locker," it's picked up so many awards and that's al