ROUND TABLE
talks I have been to, people are starting to be less worried about how it will fit into production. It can be a very good tool and something that can help rental companies make systems talk to each other efficiently, or to improve automated equipment testing. MB: For us, the absolute core of the business is direct, real-world contact and human communication. We use the tech strictly as a backroom tool to handle the repetitive administrative clutter and clear it out of the way. This frees up our staff to do what they do best: pick up the phone, talk to people and find solutions. AI just gives us a shortcut to get to those conversations quicker. DEF: Sustainability is increasingly part of the conversation for productions and across the whole supply chain. How is your business responding to that? DE: This is something we have been working on since pre-Covid as it is at the heart of our business. We have become a B Corp, which means we have gone through rigorous verification, looking at our entire supply chain and how the whole business works. It’s taken a lot of work over the years for us to get to this stage, as it is not just about the environment, but the people that work for us, how we operate in our community and much more. MB: We are actively eliminating waste by cutting out single-use plastics, using electric couriers where practical and consolidating shipments to reduce mileage. The issue is, as margins are squeezed, going the extra mile becomes more difficult. Solar power is absolutely on our radar, but the upfront costs mean it requires strategic budgeting. DEF: What gives you optimism about the future of the rental sector? DE: We are seeing the film industry stabilise after the challenges of the last few years. This, along with productions having tighter budgets, means rental companies are in the perfect position to help the production team by scaling the equipment requirements up and down weekly to save unnecessary costs.
BRANDS&PEOPLE © UNSPLASH
MB: In the past, a production company could buy a camera system and sweat that asset for five to seven years before it felt obsolete. Today, technology moves so fast; processing power, autofocus and resolution demands change every year. For an independent creator or a corporate department, spending £6k to £12k upfront on a single set-up is a massive hit to cash flow that doesn’t make sense any more. Corporate and independent video work is also very varied. One week, you’re shooting a talking-head interview inside a tight office where you just need a Sony FX3 on a gimbal. The next week, you’re covering a fast-paced commercial that requires a complex three-camera set-up. No one can afford to personally own the perfect kit for every single scenario. Renting is the only way to scale up or scale down instantly based on the creative brief, and that practical reality is what makes our sector essential. DEF: What needs to change across the wider production ecosystem to ensure the long-term health of the rental sector? DE: I go back to our biggest issue, which is lead times. Talking to us early and committing as far in advance as possible helps everyone. It also saves
additional costs and stress by bringing in extra equipment and crew, and allows rental companies to make calculated decisions on equipment purchases in advance. For us, ordering in a new VP-capable LED screen is a six-month process, from placing the order to it being delivered without needing air freight. We also have the impact AI is putting on the supply chain – at a component level, things like RAM and other chips are in short supply, which then delays our own orders. MB: The industry isn’t going to magically change its last-minute habits overnight, but this culture of locking down corporate budgets and kit lists days before a shoot really needs a rethink. It forces the whole supply chain into panic mode. It puts an unnecessary strain on tech teams who are trying to meticulously prep and test every single piece of gear, and it makes life a nightmare for couriers trying to guarantee a next-day delivery slot. A bit of extra breathing room in the planning stages would just make life a lot healthier for everyone involved. Plus, it actually benefits the productions themselves. When we aren’t all going hell for leather to hit a deadline, we actually have the time to suggest a better way of doing things and deliver a much better service.
62
DEFINITIONMAGAZINE.COM
Powered by FlippingBook