Can iTunes be made to play Apple ProRes files?

My videos encoded as Apple ProRes are playable in Quicktime but not in iTunes. Is there anything I can do to make iTunes play them?

Apple's support page suggests to me that iTunes can play any .MOV file:

QuickTime and MPEG-4 movie files that end in ".mov", ".m4v", or ".mp4" and are playable in QuickTime Player.

but this does not seem to be the case in my testing.