Whether it be Jimmy Jib Rentals in NYC, Sony FX9 rentals in DC, or “Jimmy Jib Rentals” Nationally it’s very tough to explain how rental rates are decided and valued. For example, PRG will rent camera bodies for quite a higher price than B4 lenses, but the lenses cost more than the cameras. How does that make sense? To be honest, I don’t have the perfect answer to that! Different parts of the country have different “economy” strengths. The NYC market always fetches a stronger dollar figure than even the Philly area. NYC and ATL rates are exponentially different! I try to have a consistent value on equipment so if a client had me as a “Jib Op NYC” and wants “Jimmy Jib Rentals in Boston”, the only variable is the travel expenses. But how do I come up with my numbers? To be honest, some of it is simply what you can get away with. An example such as that is spider pods. The alternative to spider pods is production companies packing many stage decks in a tuck, having labor to set them up, and then striking it all. While I am not the type to take advantage of situations, there’s money to be made because of the fact that you are offering clients a solution that enormously simplifies an element of their job. To many, that is priceless (or at least worth a fair “premium”).
But why does an entire jib rental cost similar to a camera package? The jib takes up a whole van where as the camera kit can be one or two cases. Cameras have historically fetched a higher rate b/c they are always being replaced. Every few years (or 6months…) there’s a new camera, something game changing! The same isn’t true with jibs, lenses, or some kinds of lighting gear. Those pieces of gear tend to have more of a relevant generation. How I come up with rates for the camera kits is market research - what do rental houses charge, how can I offer a more turn key kit, and does me showing up with all the gear make life easier for the client? Clients can always go rent all that gear themselves…..but then they have to actually do it. We all know that means sourcing the gear, doing prep time with it, ensuring its accounted for when the job is done, and getting it back. Those are all worries clients don’t have when they just hire a team who will show up with everything they need!