American Cinematographer - June 2004 - 110

agenda. "Part of the reason for an orga¬

the International

Teleproduction Society

who made hardware and software

nization like the HPA is to remind the

(ITS, later known as the Association of
Imaging Technology and Sound), for
which Silverman also served as presi¬
dent. "A number of the people who

tools, the trade press, rental organiza¬

industry of the value of postproduction,
which in many respects is undervalued
by and hidden from other areas of the
industry. Post is complex and technical.
Many creative executives don't under¬
stand it, they just know that something
goes on there. People who work in post
have a tendency not to complain; they
just get the job done, so some people
may think, 'How hard can it be? It
always seems to get done, so it must
be easy.'
"The saying used to be, 'We'll
fix it in post,' but increasingly we are
creating large amounts of content in
post. In some ways, the digital-interme¬
diate process can be characterized as
'cinematography past the point of
production.' That's one of the reasons
it's really important for cinematogra¬
phers to fully participate in that process
an important part of the creative,
visual expression happens in post."

formed the HPA

ITS, which

rose

pretty narrowly focused

the needs of facilities in

he notes. "The ITS

was

economy.
"When the ITS went away, a

decided there needed to be
organization that repre¬
sented not just the needs of the video
facilities and the digital-post houses,
but those of the larger post community
as well. The ITS did not include people
group

of

a new

from the ashes of

HPA,

us

sort of

or

studios. When

we

broader

we

formed the

decided to have

a

much

organization."

A look at the

involved with the

Hollywood,"
politically active
with regard to issues that impacted the
post industry, such as the tax laws in the
state of California and the city of Los
Angeles. For example, the ITS was
instrumental in getting the city to recon¬
sider property taxes so that post equip¬
ment would be taxed at very different
rates, in recognition of the positive
impact the industry has on jobs and the
on

-

The HPA

was

were

tions

organization's
provides a
and influence. Silver¬

current board of directors

of its range
man's fellow directors include Charles

sense

Swartz of Entertainment

Technology

Center/USC; Phil Squyres of Sony
Pictures Television; Mark Chiolis of
Thomson Broadcast & Media Solutions;
Ron Burdett of Sunset

Digital; Robert
Dowling, former publisher of The Holly¬
wood Reporter; Dustin Finer of Ascent
Media; Carolyn Giardina of Shoot
magazine; Glenn Kennel of Texas Instru¬
ments; Tom McMahon of Broadcom;
Jeff Merritt of Panasonic Broadcast and
Television

System; Kathleen Milnes of
Economy Institute;
Jerry Pierce of Universal. (In addi¬

The Entertainment
and

tion to Silverman and Burdett, the HPA's

founding

members

included

Bob

Solomon of Ascent Media; Fred Rhein-

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American Cinematographer - June 2004

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