ROUND TABLE
mutual respect and loyalty create the strongest foundations of any relationship. DEF: Looking ahead, what gives you optimism about the future of the rental business? Are there changes you hope to see across the wider ecosystem? JA: Despite the headwinds at the moment, we’re optimistic. Demand for content isn’t going away – it’s just shifting. We see huge opportunities in supporting emerging creators, remote productions and hybrid workflows that blend pro and prosumer gear. We’d love to see greater collaboration across the rental ecosystem – more shared standards, interoperability and investment in talent development. CameraOne is well- positioned to lead in that space, thanks to our scale, service and deep-rooted trust in the industry. JB: Demand for content is still incredibly strong, and that fuels real opportunity. As production ramps up again, we’re seeing new creative energy across the board. What excites me most is the momentum behind collaboration, particularly in areas like sustainability, training and diversity. We’ve been proud to be sponsors of the Raindance Film Festival, and the talent coming through in independent and short films is just incredible. There’s a new
WE’RE ALL STRIVING TO see what the future LOOKS LIKE”
wave of creators with fresh ideas and bold perspectives, and they’re looking for partners who can support them with flexibility and care. I’d love to see continued progress around knowledge- sharing and skills development. The more we can support each other across the supply chain, the stronger and more sustainable our industry becomes. It feels like we’re entering a new chapter, and I’m excited to help shape it. JC: What gives me optimism is the industry’s resilience and adaptability. Even through tough cycles, productions keep moving forward – and at Universal Production Services, we continue to evolve with smarter tools, greener solutions and closer collaborations with production crews. BB: Peer-to-peer lending and owner operators provide short-term, lower cost
solutions for individual small productions, but rental companies need to be viable to have the confidence to continue to invest in expensive equipment. While the industry has experienced a seismic shift since Covid-19, we’re all striving to see what the future actually looks like. From VMI’s perspective, we’re winning dramas and documentaries and have been seeing the fullest pipeline of the past two years – this means that we’re also the most positive and optimistic for both our outlook and that of the industry need for rental companies, especially as equipment becomes more expensive and productions need higher quantities of kit. It’s often not financially sustainable for individuals or productions to buy gear outright for just one or two shoots. We aim to have trusted relationships with other rental houses, and we hope that continues. We all need each other, often working together, to keep productions moving within budget and pushing the boundaries of what’s possible. DH: A period of stability would probably be the biggest hope – a settling of – and you can quote me on that! DE: There’s always going to be a the new post-Covid, post-strike norm, with the gradual recovery of industry confidence leading to consistent and reliable business conditions. In the UK a source of optimism is the huge skill base of the industry workforce, who have spent years working on some of the world’s biggest productions. Also, the support of a government that sees the benefit in maintaining the UK’s position as a major production hub. At ARRI Rental, we’re optimistic because filmmakers are showing interest in such a diverse range of formats and lenses; more than ever they’re looking for creative choice, and that’s at the heart of our ethos.
PARTNERS IN CINEMA Get Set Hire (above) sponsors Raindance and champions collaboration
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