During last week’s HPA Tech Retreat, the Hollywood Post Alliance announced that the organization has become The Hollywood Professional Alliance. The new name reflects the organization’s continuing role in helping to “lead the conversation on the impact of the changing face of content creation and media.” According to HPA President Leon Silverman, the mission “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.”

“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,” said Silverman. “The time has come to acknowledge the evolution of ‘post,’ and to focus on the professional community creating and executing the vision from a broad base of expertise.”

“Over the course of the past two decades, the post production industry has been at the center of the most dynamic, technical and creative changes impacting the entertainment industry,” notes the press release. “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 undertook renaming the organization to reflect this dynamic environment.”

According to the release, HPA will continue to serve as the group’s acronym, while annual events such as the HPA Tech Retreat and the HPA Awards will continue as Hollywood Professional Alliance events. The new branding is scheduled to be unveiled in April.

Additionally, HPA’s consolidation with SMPTE should be finalized by next month. HPA will remain an independent organization, while collaborating with SMPTE on shared issues.