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EPIC RENTAL RATE THESE DAYS

Justin Marx

Justin Marx

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Hey guys, I know this has been talked about, but I'd like to see what the current FAIR market rate is..
I try and get $2200 per day for:
FULL EPIC M package (Body, 4-128GB cards, EVF, REDmote, Side handle, 4-Redvolts/charger)
FMJ Cage
Ombre Rain cover
Backup Cables for everything
8-Redvolts
3-Chargers for redvolts
ET dovetail
ET Hybrid with both 15/19
2-Readers
1-station base
Wooden camera EVF mount
2-Red bricks/charger
ET Mantis HH rig
A-Box Audio

I have my EPIC on another job with another EPIC they are getting for $1100 for about the same package and I'm feeling guilty?!?

Thoughts??
 
So is that what you get? Seems like I couldn't get anywhere near that, Midwest market.
 
That seems high to me. I usually see 1,200-1,500 for the package with out glass and other AKS, monitors etc. You only have 2 batteries in there? what about sticks?
 
Hmm, well I guess I'll lower it.. I remember when I got it I could rent the body out for $1450!
 
Why feel guilty? It's not like there are no other EPICs out there from which clients have availability to.

Build your brand. If that's what people are paying for your top notch services, it's totally fair business.

Before moving to Dubai, there were times I could make $3,500 for a day and a half of minimal shooting in a music studio there in Hollywood.
 
Most of the accessories listed would be part of a base kit at most rental houses, except maybe batteries. They're pretty much essential for making the body useful so I don't know if I would feel like you have a lot of extras listed there.

Tim
 
I had a bigger, longer response here, but then decided it was too much of a rant. I guess it would serve as a great discussion some day or week-long series of blog entries as to why being in the rental business sucks monkey balls... At least it does in my market.


I don't rent anymore. And I'm a better man for quitting...
 
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I think Joseph is on the right track. Especially if you are a DP or operator, there's value in what you bring to the table. It's your gear, used by you, cared for by you and in a way client is paying for the whole package, gear/talent. On the other had, if you are just renting the gear out, then you have to play the game a bit and be competitive. Having good service helps, and a solid reputation will help you get fair market value. But not everyone will get top dollar for their kits. You'll be competing against the big rental companies who can do a lot of things to sweeten the deal. I do dislike the race to the bottom mentality that Jeff is talking about. It doesn't help the market at all. If everyone is roughly in the same ballpark, makes it a far better situation for everyone. I'm not talking about price fixing either. But there's a big difference from renting an Epic package for $1500-$2500/day vs. $200-$500/day. The latter just taints the waters. But this is America, and we have the right to do whatever we want as long as it's legal. So who am I to judge what people are doing.
 
Yes Epic rental prices have fallen down drastically unfortunately. and I have seen some Scarlett packages for $400 a day... When people don't need high frame rates (and really 5K is not a big selling point for most commercial work) then they are going for the cheaper Scarlett and we are losing rental on our Epics. The only way we are able to make up for it and make the package more appealing is to 1) be a DP with the camera or 2) be a DIT with the camera.
 
Joseph Hutson said:
Why feel guilty? It's not like there are no other EPICs out there from which clients have availability to.

Build your brand. If that's what people are paying for your top notch services, it's totally fair business.

Before moving to Dubai, there were times I could make $3,500 for a day and a half of minimal shooting in a music studio there in Hollywood.
Click to expand...

True..

I guess the fact is that most of the things I think as extras are really needed to make the EPIC work "well"..

I will keep aiming high and do my best to work with people's budget..
 
Justin Marx said:
Hey guys, I know this has been talked about, but I'd like to see what the current FAIR market rate is..
I try and get $2200 per day for:
FULL EPIC M package (Body, 4-128GB cards, EVF, REDmote, Side handle, 4-Redvolts/charger)
FMJ Cage
Ombre Rain cover
Backup Cables for everything
8-Redvolts
3-Chargers for redvolts
ET dovetail
ET Hybrid with both 15/19
2-Readers
1-station base
Wooden camera EVF mount
2-Red bricks/charger
ET Mantis HH rig
A-Box Audio

I have my EPIC on another job with another EPIC they are getting for $1100 for about the same package and I'm feeling guilty?!?

Thoughts??
Click to expand...

No lenses included? Heck I need to raise my rates then... lol. :-) For about $2000 I've been renting mine with a full set of RED Pro Primes... but I usually just do DIT on set. If I was DPing... I would charge more.
 
I would never make a good rental company.. I'd get sooooooo pissed
 
I always do flat rate as I have no interest in getting caught up with the price of moving boxes around.

It's all perceived value.

If I'm hiring Mark Toia I know it will cost me an arm and a leg but I know I will get the best quality. Little or nothing to do with what he chooses to shoot with, it's HIM I'm paying for.

I'm no Mark Toia, but I have a high day rate because I get results. What gear, and how much it costs, is of no interest to my clients.

Tehben Dean said:
If you are selling yourself with gear is it common to have a flat rate for both you and kit, or to break it up into rental and operator/ or DIT etc.?
Click to expand...
 
I find that good rental companies are charging around $1850 with those AKS and SSDs. With a good rental company you have a bigger chance of great service and backup bodies and AKS.

They have higher overhead and are in the business of renting cameras and lenses. I find that I always rent my Epic out in conjunction with a rental house. I know we all want to make money on our REDs but believe me we DO NOT want to see the demise of the rental house.

IMHO
 
Peter Lyons Collister said:
They have higher overhead and are in the business of renting cameras and lenses. I find that I always rent my Epic out in conjunction with a rental house. I know we all want to make money on our REDs but believe me we DO NOT want to see the demise of the rental house.

IMHO
Click to expand...
I agree with this. As owner/Operators/DPs, we can't own everything (unless we want to be broke) and that's the benefit of the rental houses. Not to mention the maintenance, the testing, the DIY solutions they come up with. Every major city needs at least one good rental house. Around here, it's Rule/Boston Camera and Talamas. Without those guys, it would be tough. In addition to all the great gear and technicians, rental houses are also a cool place to hang out, talk shop, learn new things. As you can tell, I'm a big fan and definitely don't want to see their demise.
 
Tim Sutherland said:
Most of the accessories listed would be part of a base kit at most rental houses, except maybe batteries. They're pretty much essential for making the body useful so I don't know if I would feel like you have a lot of extras listed there.

Tim
Click to expand...

Raincoat
Mantis
4 SSD's
8 redvolts

these are not commonly part of a typical package

Most rental house rates are $1850/day and usually include 2 SSD's and basic accessories. By basic I mean all the standard stuff to make a complete camera, top mount, bottom mount, ET EVF mount, etc.
But your also paying for 24/7 support and expertise...+ a warehouse full of any accessory, lens and support production needs so they don't have to source the package from half a dozen guys.
 
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