Apple's annual developer conference in San Francisco.
Apple Runs New 'Hollywood' iPad Spot During the Oscars
They highlight some of the 300,000 apps made specifically for the iPad, using a variety of words to describe them. The 'Hollywood' ad for tonight uses 'Lights', 'Camera', and 'Action'.
Apps featured in the new ad include iMovie, the iTunes Store, Polaroid, Apple Maps, Action Movie FX, and more, as well as clips from Back to the Future, Apollo 13, and Indiana Jones and the Temple of Doom.