The rule of thirds is ancient, ever since there have been paintings on canvas, humans have almost instinctively been compelled to place their subjects along invisible gridlines (vertical and horizontal) that divide the frame into thirds. From paintings and drawings,"the rule" became a standard in the world of photography. It wasn't too long after photography was born that we saw the advent of motion picture. A lot of the rules for composition, exposure, and lighting applied to this new found art form. The rule of thirds was no exception.
Through out the years, we have seen a plethora of films, commercials, music videos, corporate videos, and everything in between, bad and good, amateur and professional. I've seen a lot of people break the rules and it works out beautifully, on the other hand, I've seen plenty of productions that failed miserably due to their poor composition.