Getting the best deal on rented film, video, and photography equipment
Navigating the Quirky Universe of Equipment Rentals
Blog post by Jon Kline, freelance cinematographer, producer, fixer, and rental-shop owner. jon@jonkline.com
An employee at Red Star in Madison, Wisconsin prepares a grip truck for a video production.
In the world of commercial video and photo production, there exists a near-impossible task known as "Equipment Rental Budgeting." It's a technical journey through a labyrinth of cameras, lenses, lights, and cables, and it often leaves even battle-hardened producers bewildered. In my years working at, and renting from, the largest and smallest equipment rental shops in North America, I’ve gained some wisdom that might just get your rental budget in line.
Explore the marketplace. Start your quest by visiting a few of the local rental shop websites. They can be useful for building budgets in your proposal phase. But remember, the posted prices are just the beginning of your odyssey, and a price on a website is different from a quote. A quote gives the rental specialists a chance to guide your equipment and accessory choices. If your gear list is missing some essentials, the rental shop can catch them in advance. When exploring a new market, always seek out two or three quotes, and use them as an opportunity to learn about the city, the companies and their philosophies.
Start early. Time is your leverage to get a great price, and it’s also helpful for the rental shop to control their costs. Last-minute requests come with last-minute expenses. You’ll have the best options for inventory the sooner you start the process.
Reveal your budget. Transparency is key in your equipment rental odyssey. If you're restrained by a budget ceiling, share this with the rental specialists. They have the knowledge to make logical substitutions and keep your quote on the same planet as your plans. When you're comparing quotes from various competitors, let them know. They may adjust their prices, or at least illuminate differences between line items that you weren’t aware of.
Be flexible. Not every shop has every item available every day, and substitutions are part of the rental game. The more must-have items on your list, the more likely it is that the rental company will need to bring them in from elsewhere. Being adaptable keeps their costs down, which should translate into more price flexibility.
Unify your rental. Resist getting lost in the line items. Instead, focus on the grand total. The more you bundle everything under one umbrella – cameras, lights, grip, electric, and production support – the more your leverage grows. Rental managers are more inclined to grant discounts to grand, all-encompassing orders. Plus, your crew will thank you for saving them from shop-hopping. The days of highly-specialized shops in mid- and small-market cities are ending, and it’s a trend that can make your job much easier.
There are times when it makes sense to pay your crew a kit fee. Don’t let responsibility for equipping a department get spread across multiple vendors/crew. If you need cameras and accessories from multiple places, have one vendor subrent from the others. Having one vendor accountable is best for everyone.Think in projects, not just shoot days. If your project spans multiple shoots (even in multiple cities), gather all your quotes at once. This unified approach increases your chances of receiving a large discount. Rental companies may have other locations near your destinations, or they might have partner companies who can offer you favorable rates.
Know the standards. A weekly rate is usually threefold the daily rate, and a three day rental is usually just double a single day. Weekends and holidays are usually not charged for. If their policy deviates, don't hesitate to negotiate. Most shops will give you these terms if you request them.
Be a professional. This (hopefully) ain’t your first rodeo. Send your COI in right away, be prepared for a background check, and respond promptly when asked. Your onboarding is your first opportunity to show this company you’re easy to work with.
The art is in the ask. A quote is just the opening move in the pricing game. Polite inquiries will almost always bring the quote down by 10%. For long-term rentals and with established relationships, discounts of 30% or more are not unheard of. If you don’t ask, chances are you’re paying more than necessary.
If you want something other than a discount, for example free delivery, or a little wiggle room on return time, don’t double up. Picking one focus in your negotiation increases the odds that you’ll get it.Prep to save money. You’re not renting an instrument, you’re equipping a symphony. Having all the pieces assembled for your rehearsal can unearth issues before they disrupt your shooting days. Expensive Monday-morning emergencies can be avoided, but usually not on Monday morning.
Nurture the connection. It's not just equipment; it's a relationship. Return the equipment in good condition, pay on time, and watch the karmic goodwill flow. To show your appreciation, write a glowing online review, or share some pictures from behind the scenes for social media. A few extra minutes is all it takes to stand out as a favorite customer.
When renting a studio, the first place to get a gear rental quote is in house, but don’t let it be the only company you ask. Photo courtesy of Cinequipt in Minneapolis.
Armed with these tactics, you're ready to negotiate your way through the minefield of equipment rentals. Good luck, and may your next shoot come in on time and under budget!
