The Hollywood Post Alliance (HPA) announced that the organization is changing its name to the Hollywood Professional Alliance. The group is currently hosting its 21st annual HPA Technology Retreat in Indian Wells, Calif. Over the course of the past two decades, the post industry has experienced profound technical and creative changes. These advances include camera technologies, visual effects, 3D, editing platforms, content security, creative collaboration technologies, display, content delivery and archive. The board of directors of the HPA felt that the new name better reflects this dynamic environment.
“The mission of the HPA will remain the same: to serve as a hub, thought leadership center and communications engine for our industry as changes in the creative process continue to motivate new ways of working,” said HPA president Leon Silverman. “We believe that ‘Professional’ is more inclusive and more accurately encompasses the creative talent, content holders, global infrastructure of services, as well as new and emerging platforms and processes that stretch from idea to display.”
The HPA is in the midst of a consolidation with The Society of Motion Picture and Television Engineers (SMPTE), which is expected to be finalized in March of this year. Under the terms of that merger, the HPA will remain an independent organization, while fully collaborating on the many issues and interests they share.
“We are enthusiastic about the new name and brand for HPA,” said Barbara Lange, executive director of SMPTE. “There is great symmetry between HPA and SMPTE members who share technical expertise, creative vision, and the companies who make the content and the process possible. While there is some commonality in our memberships, each organization brings new audiences and voices to the conversation.”
The major annual HPA events, The HPA Tech Retreat and The HPA Awards, are set to continue as Hollywood Professional Alliance events. New branding for the HPA will be unveiled in April 2015.