NEW YORK - Photomag, PostWorks' (www.pwny.com) full-service post-production boutique, which built its reputation as a premier audio mixing facility, has changed its name to PostWorks, Midtown. The studio is also expanding its services with the addition of a Discreet Smoke/Flame suite.

"Photomag has been here since 1970," notes PostWorks, Midtown's general manager Bill Ivie, "and over most of the past 35 years, it's been one of the main advertising audio facilities in midtown. Until recently, the thought had been, 'Let's keep the name to preserve its link to its colorful history.' However, over the past couple of years, PostWorks has become such a major name in the industry, we all realized that adopting the PostWorks, Midtown name is advantageous in every way."

The new Discreet systems reflect the commitment the studio has toward full service post.

"Back in the spring, there were basically just audio rooms and a single Avid Symphony," says Ivie. "Now, we have three dedicated Symphony suites - and the ability to configure up to eight other suites to accommodate any needs for feature film, television or short-form projects. With the Smoke and Flame, we add creative editorial, visual effects and online finishing capabilities of the highest order."

PostWorks, Midtown is currently posting several feature films and reality TV series. The studio also handles broadcast events and on-air promos.

"The volume of audio work currently happening here is unprecedented," says account executive Stephen Ostrow. "As our video business continues to develop, it's a perfect hand-glove fit to our audio services. By adding the most high-end finishing tools available to our in-house capabilities, we now have something to offer everyone who works in or around the on-air promos industry."