First, let’s look at the surprisingly strong argument for renting.

Flexibility

Cinematography is first and foremost a craft, and like any other craft, it’s all about picking the right tool for the job. Film stocks, lenses, digital cameras all have a unique look to them, and the job of a cinematographer is to match a combination of those looks to the project at hand.

Being tied to only one stock or set of lenses or digital camera body would be extremely limiting for someone who shoots a broad range of projects. You may want that clinical color and sharp image of the Sony F65 on your science fiction film, but when you shoot that romantic comedy an Arri Alexa or Canon C700 might be the better choice.

If you buy into one of those systems, you may find yourself spending valuable time and energy trying to match a look more easily achieved by a different tool. On the other hand, if you rent your cameras based on the project, you’re not married to any system, and you have the flexibility of easily adapting your look and workflow to the needs of the project.

Technology Loses Value With Newer Models & Tech

A second and more practical consideration is that digital cinema cameras are essentially complex computers in oddly shaped boxes. Like most computing technology, they are quickly made obsolete and can drastically lose their value.

If you can’t make enough money off the camera itself (not off your rate, which should be the same whether you’re renting or supplying the camera) to make up for that depreciation in value, then you should seriously reconsider making the purchase.

Experiment with Different Systems

A final advantage of renting your camera is that you don’t get pigeonholed or pigeonhole yourself into a certain system. If you’re invested in your own gear, then you will be inclined to recommend your gear for every shoot you do, especially with those depreciation numbers above going through your head.

You can quickly become known as the “Red” or the “Canon” guy. On the other hand, if you rent the appropriate camera for every shoot, you can freely recommend the best tool for each project to your producer, and your clients may see you as flexible and multitalented, and you’ll rest easy knowing they’re not just hiring you for your camera.

Rental Costs are Low

Its all depend on what cameras you prefer to work with and their availability in your region, but if your market is already flooded with the camera you are interested in, you may be able to find really good deals on rentals.

In addition to local rental houses or owners, there are also several online rental suppliers. We’ve discussed some of these before, and they can be a great resource for getting extraordinarily good deals on.