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Rulers of the Rental House
Finding the best equipment at the best price takes common sense, research and a bit of experience
With a great script, a competent director can often turn a mediocre story into a brilliant, memorable work of art. And we all know that great actors can make stale dialogue sparkle. But what kind of movie can you make without the right equipment? When you’re striving to execute your vision, finding the right equipment is one of the most important decisions you’ll make as a moviemaker. And securing it from the right place ranks nearly as high.
Because of that importance, you don’t want to make decisions blindly. Just because you’ve heard that a particular video camera is cheap or because you liked the look it gave someone else doesn’t mean it’s the right choice for you. Luckily, there are experts ready, willing and able to guide you as you investigate the options. Working closely with your rental house can make all the difference as you give yourself every advantage to make sure that your investment pays off.
Following is a list of some of the top rental houses in the country in terms of price, quality, customer service and reputation. Before picking up the phone to call one or all of them, know some of the questions to ask. And get the right answers before signing a contract.
Equipment History: What is the age of the equipment?
Just like buying a car, you’ll want to be sure that the equipment you’re renting is not only in the best possible working order the day you get it, but that it hasn’t been abused in the past. Sure, they’ll agree to replace it during your shoot, but you’re going to lose valuable time that you cannot afford. So don’t be afraid to ask about the age of the equipment and even its history. Also, be sure to discuss the shots you’re planning, to make sure that you’ve rented all the necessary accessories.
Price: How much is it going to cost me?
Obviously, price is a key factor in determining which rental house to go with. Find out what the daily, weekly and monthly rates are for the desired equipment, and what sort of price breaks are offered. In many cases, for example, it’s cheaper to rent your equipment for a total of two weeks, as opposed to 10 days. And let’s face it, who wouldn’t like the added security of knowing that if any problems arise, you have a few extra days to make up any lost time.
On the other hand, if you know you’ll only need a day to complete your project, consider setting your production for a weekend. A number of houses offer a “weekender” rate, whereby you pick up the equipment on Friday afternoon and have until Monday to return it.
Almost all houses have a number of discount options for specific types of shoots or moviemakers. Some of the most commonly found discounts apply to students and non-profit organizations. Speak with a number of houses and see if there’s an angle your production has that will allow you even better pricing. At Hollywood Studio Rentals in Burbank, CA, for instance, it pays to be a pro. Their “Pronet” discount offers a 15 percent deduction when equipment is being used in a professional capacity, such as on a television show or studio-supported feature. That same 15 percent can be taken off the bills of those involved with a professional trade organization such as SAG, WGA or DGA and employed directly by a studio or station (I.D. is, of course, required).
Duration: What is the minimum or maximum period of time I can rent?
As far as maximums go, the sky is usually the limit. But at a certain point, it may just pay for you to purchase the equipment outright. With a number of houses offering both sales and rentals, you’ll get all the advice you’ll need as to at what point you’re better off buying.
While most houses won’t rent equipment on an hourly basis, the most you should have to pay for equipment being used for less than a day is the price for a one-day rental. And again, who’s going to argue with the flexibility and security that comes with having a full 24 hours as opposed to two?
Flexibility: Will you charge me if my equipment is not returned on time?
So you’re on your way back to the rental house with your equipment when the car breaks down, you hit a major traffic jam, etc. As in the rest of your life, being a tiny bit late is typically not a problem—as long as you show the courtesy of giving your rental agent a call to explain the situation. “We can be flexible under many circumstances,” says Richard Wurman, general manager of Boston Camera. At Zacuto Rentals in Chicago.
“We have 24-hour pick-up and return with our night drop room,” states partner Steve Weiss. Customer service is the name of the game in the rental house business and owners want to make sure that each of their clients is receiving top-notch service. So if late equipment affects another moviemaker, you can bet you’ll be charged for the time. Plan ahead by giving yourself plenty of leeway, and plan carefully!
Consolidation: If I rent all my equipment from one place, will I save money?
We all know how convenient one-stop shopping can be. Why not let the same philosophy apply to camera and equipment rentals? Even if one house does not have everything you need, it doesn’t hurt to ask where you can find it. “We’re lucky to have sub-rental relations with virtually every house within a 100-mile radius,” says Robert Shuster, Hollywood Studio Rentals’ corporation manager. The attitude in the industry is one of cooperation, where good customer service benefits everyone. Geography & Shipping: How much will it cost to ship the equipment?
Though it may not immediately occur to you to call an out-of-state house, in some cases it can actually be more economical. On the other hand, you might find that even though you can get the cheapest lights from Seattle and the cheapest cameras from Chicago, once you factor in all the costs, it’s not so inexpensive after all. Assess the expenses plus the added risks of transportation.
Insurance: Am I adequately covered?
In each stage of production, insurance is a moviemaker’s best friend—and sometimes last saving grace. Compare policies before agreeing to rent any equipment. Prices and coverage for the same shoot can vary as wildly as airline ticket prices for the same journey. And read the entire contract! On an “inexpensive” policy there are often odd “exclusions” for equipment left in a vehicle or third-party damages. Compare the cost of buying a year-long policy to one that covers you for just one shoot. Even if you only have a vague notion of shooting later in the year, it may make sense to pay the additional amount now. Understand all the policy’s terms, and don’t be afraid to ask questions. The only stupid one is the one not asked.
When you get there, check equipment thoroughly with one of the resident experts and agree on the condition of each piece before you take it out. Know what you are responsible for and what damages/services the house covers.
Service and Support: Do you offer training or technical support? What about emergency replacements?
Any reputable rental house offers tech support—and some even go a few steps further by offering it at no charge, 24/7. Still others offer free training, particularly on newer equipment, such as HD. Often “technique training,” rather than basic usage training, is part of the package.
Be sure to ask about what happens when an emergency replacement is needed. Waiting for a replacement piece over a weekend could easily send you behind schedule and over budget!
Testing: Can I test the equipment? Ask if you’re allowed to test the equipment (for free, of course) before renting. The answer may be indicative of the house’s overall level of customer service. Again, like a car, you want to make sure you like the equipment before you fork over thousands of dollars and tons of trust to shoot your project with it. Keep the likely shooting conditions in mind. You may like the way a camera captures cover, but if you’re going to be on the run in a rainforest, you don’t want 100 pounds of equipment attached to you.
user-friendly RENTAL HOUSEs, coast to coast
Abel Cine Tech 4110 West Magnolia Blvd. Abracadabra Video Alpha Video American Production Services Analog Digital International Aqua Video ARRI Camera Service Center Atlantic Cine Equipment Available Lighting Bill Barnes Video Production Bexel Corporation 625 West 55th Street 801 S. Main Street 1821 Kaiser Avenue 20239 N.E. 15th Court 5555 Oakbrook Parkway #160 1001 N. Union Bower Rd. Suite130 555 Herndon Parkway Big Zig HD Video Birns and Sawyer, Inc. Boston Camera Broadcast Video Rentals Camera One Chapman/Leonard Studio Equipment 9460 Delegates Drive 1901 East 51st Street, Ste. 38 5045 Still Creek Ave. Chesapeake Camera Cine Photo Tech 101 Krog Street NE Cine Rent West 2580 Upshur Street Cine Services, Inc. Cinema East Cinequipt, Inc. 3000 Justin Drive, Suite A CineVideoTech Clairmont Camera 16 Overlea Blvd. 1225 E. Keith Road, #2 Armanda Costanza, Inc. CPS, Inc. DTC Grip & Electric Du-All Camera Joe Dunton & Co. International Film Shack Film & Tape Works Film/Video Equipment Service
Co. Filmtools |
FilmTrade Fire & Light LLC. Fletcher Chicago Gambino Camera Rental Gear Rental Gearhead Camera Geo Film Group Alan Gordon Enterprises Gunner Camera and Lighting Hand Held Films Helix Camera & Video Hello World Communications Hit & Run Productions Hollywood Camera Hollywood Rentals 9100C Perimeter Woods Drive 11497 Rocket Blvd. Hollywood Studio Rentals Industrial Audio/Video Kaye Lites Keslow Camera Koerner Camera Systems, Inc. LD Systems Liman Video Rental MC Lighting Mobile Production Service Modern Image Film & Video Modern Movie Machines Mopac Media Moviola 545 W. 45th Street Nebtek 15987 S Hilltop 3007 So. West Temple suite K North American Camera Oppenheimer Camera 2645 N. Mississippi 1305 Evans Avenue Otto Nemenz International Pacific Camera Pacific Grip & Lighting 10401 MLK Jr. Way South Performance Lighting Rentals Picture This Production Services & Stage Producers Choice Lighting Production Consultants & Equipment Pro8mm 3 Golden Square, Suite 14 |
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COMMENTS | POST A COMMENT 
- Comment by Igor on 4/20/08 at 8:03 pm
thanks for all the tips and advice. awesome list of rental houses. it took 5 years, but someone noticed !!!
- Comment by Brian on 7/28/08 at 11:27 am
We used Bexel at two of their offices (New York and Burbank). Great equipment and a smooth rental.
- Comment by Montreal rentals on 5/20/11 at 11:17 am
In the end it’s all about good and fair communication, if you find a rental house that will really make the best to offer you good quality without exaggerating the price, then all things should be good. Flexibility is also a great quality where rental houses are concerned, like you have explained.
- Comment by Tabatha Lupien on 11/07/11 at 9:44 am
These rules are very good to follow because they are the basic rules for generally any type of renting. Unless you are an experienced shopper or accountant, some research is good when you start off something like this. I remember when I was looking at apartments in Canton to rent and I really needed help like this, but I eventually had to learn by myself and from my mistakes.
This story was published in the Fall 2003 MovieMaker Magazine. The headline was:
Rulers of the Rental House / Finding the best equipment at the best price takes common sense, research and a bit of experience
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