Tuesday, October 29, 2024
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Monday, August 12, 2024
PERG Newsletter: August 2024
The first two EWI Coffee Breaks are now available strictly for PERG members. Links were emailed to member companies last week. Read more...
DFI Rentals started as a production company called “DFI Studio,” based in Downtown Los Angeles. Tony Huang started the company with a couple of friends while attending USC Film School. Read more...
In this session, Sony Master Trainer and DP Katie Eleneke and award-winning Director of Photography Michael Pessah, ASC, present a practical orientation and demonstration of Sony digital cinema cameras. Read more...
PERG continues to host User Group meetings in which individuals who use Rental Works have an opportunity to discuss implementation of the software and how it dovetails with their sales and operations procedures. Read more...
As more jobs come back online in late summer and early fall, we anticipate many rental companies will be thinking about increasing their staffing to pre-strike levels. Read more...
LiteGear is excited to offer our loyal Spectrum customers amazing deals on the 2nd generation LiteMat Spectrum, the LiteDimmer Spectrum AC/DC 200, and the LiteDimmer Spectrum AC/DC 400. Read more...
PERG Launches EWI Coffee-Break Series
The first two EWI Coffee Breaks are now available strictly for PERG members. Links were emailed to member companies last week. Feel free to email perg@esta.org if you missed the email and want access. If you would like invitations for future sessions sent directly to your email address, please sign up HERE (exclusively for PERG members).
The sessions are part of PERG's Equitable Workforce Initiative, sponsored by Netflix. These unique virtual sessions are intended as a resource for mentoring rental employees and providing professional development opportunities. The first two sessions are under the title Running a Successful Rental Company. They provide a 360-degree perspective on what we do, and the vital role of your professional rental company in your community's production ecosystem.
In Part I, The Client Experience, EWI Coordinator, Alison Cupples, moderates a panel of veteran rental house principals to explore the seven phases of the client's experience from the initial request for a quote through the final invoicing stage. In Part II, The Equipment Life Cycle, the panel discuss the life cycle of the equipment from the purchasing decision to retirement or sale. The panelists were terrific—thorough and insightful. They include Michael Koerner (Koerner Camera Systems), Anna Mayo (MP&E), Sam Gordon and Ryan Halsey (Serious Grippage & Light Co.) and Hans Gelpke (Lux Lighting). We are extremely grateful for their invaluable participation in the EWI Coffee Breaks. The sessions are one-of-a-kind inside look at the inner workings of a rental company.
If I had to pick just two themes that emerge from the combined 150 minutes of discussion, they are 1) appreciating the critical role of professional rental companies within the production community, and 2) the challenge of managing expectations and sustaining positive relationships with clients through a process that riddled with potential opportunities for conflict.
We are interested in your candid feedback and ideas and inspiration for future coffee breaks. Please reach out to perg@esta.org.
New Member Spotlight – DFI Rentals
DFI Rentals started as a production company called “DFI Studio,” based in Downtown Los Angeles. Tony Huang started the company with a couple of friends while attending USC Film School. “At the time, we owned a lot of equipment and found that a lot of our peers and other production companies asked us to rent our equipment for their shoots. As we started to get more and more requests, we decided to pivot into doing cinema equipment rentals.” The company is currently owned by Tony Huang and Connor Hu.
DFI primarily services small to mid-size productions including narrative shorts, indie features, commercials, music videos, documentaries, and events. The company also services foreign productions filming in Los Angeles.
For Tony the thing that sets DFI apart is the customer experience they have created with the next generation of filmmakers in mind. “From the very beginning, we’ve asked ourselves — what are the instructions that everyone else follows, and how can we break free from them? This is the founding principle we’ve build our production company with, and it continues today into our production rentals service.”
Tony and Connor sought to streamline the film equipment rental process, which they felt can be difficult, unapproachable, and extremely time consuming. “It doesn’t need to be this way. We chose not to follow the instructions; or in other words, the traditional difficulties of equipment rentals. We said goodbye to quotes/invoices/back & forth emails, empowering our users to manage their orders from start to finish online.
Because we had a tight launch deadline for our new rental facility last year in June, we built our entire office in just under 16 days. The company is located in Downtown Los Angeles, about 5 minutes away from USC. DFI has five full prep bays, two checkout and returns stations, two state-of-the-art quality control bays, in a facility that is over 4500 square feet. DFI now has six staff members who are capable of handling everything from customer support, order fulfillment, accounting, quality control, and other technical roles.
“Our goal is to rethink the future of equipment rentals, making the experience as seamless and simple for our customers as possible, while keeping the safeguards that are needed to ensure the quality and safety of our equipment.”
Instagram - @dfirentals
Website - dfirentals.com
Youtube - https://www.youtube.com/@DFIRentals
Linkedin - https://www.linkedin.com/company/dfi-creative-solutions-corporation
Tik Tok - https://www.tiktok.com/@dfi.rentals
Upcoming EWI Coffee Breaks
August 13, Top Things to Know about Sony Cinema Cameras.
On YouTube, search “PERG Coffee Breaks” to access the playlist.
In this session, Sony Master Trainer and DP Katie Eleneke and award-winning Director of Photography Michael Pessah, ASC, present a practical orientation and demonstration of Sony digital cinema cameras. Eleneke will demonstrate Sony’s Cinema Line, while Pessah will provide practical examples of how he uses their features and his experiences. The presenters will also discuss the important role rental companies have in supporting productions and their crews.
This training is great for all levels of rental professionals – from entry level to professional and will enable a deeper understanding of why cameras have certain features, and how cinematographers and camera assistants harness camera functions to deliver stunning visuals.
September 9, The Role of the Lens Technician.
Matthew Duclos (Duclos Lenses) discusses the craft of the lens service technician. Our industry needs more trained lens technicians and there is no one better suited to tell us about that journey than Matt. Duclos Lenses is a preeminent independent lens service center in the US.
PERG Rental Works User Group Meetings
Next meeting: Tuesday August 20, 10 am PT, 11 am, MT, 12 pm CT, and 1 pm ET.
PERG continues to host User Group meetings in which individuals who use Rental Works have an opportunity to discuss implementation of the software and how it dovetails with their sales and operations procedures. Melissa Guzman, Implementation Manager at Rental Works, guides users, sharing the training sandbox so she can easily demonstrate the functions that are raised in discussion by the group. The sessions are well attended and have proved to be a great way to get questions answered, hear how other people deal with issues, hone your rental company processes, and even offer feedback to Rental Works.
Please note that this initiative is not an endorsement or promotion of any vendor by PERG. PERG facilitates the user groups in response to requests from PERG members. Each rental software has different existing support networks and user needs. Please contact the PERG Manager if you are interested in forming a user group for other rental software.
Is Your Rental Company Hiring? Consider EWI
Sponsor: About the LiteGear Spectrum Loyalty Program
Monday, May 20, 2024
PERG Newsletter: May 2024
On May 9, the AICP and PERG hosted the annual Spring Mixer at Versatile Studios in Los Angeles. Over 200 people RSVP’d for the party. Read more...
All PERG members should have received an invitation for the Rental House Breakfast at Cine Gear. If you have not received the invitation, and would like to attend, please contact perg@esta.org. Read more...
When an entry-level employee starts work at a rental company, so much of the knowledge and skill essential to the smooth running of the operation is learned via on-the-job training. Read more...
The latest rent to steal equipment schemes are becoming near impossible for rental houses to detect on their own without the assistance from professionals equipped to separate the real from fake and fraudulent identifications. Read more...
On April 15th, PERG held its General Membership Meeting at NAB. The meeting, which was held in the Cine Central area of Central Hall of the LVCC, was attended by over 100 people. Read more...
On April 30, PERG hosted a Coffee Break on the topic of fraudulent certificates of insurance. During the presentation Scott Taylor, President of Taylor & Taylor Associates spoke about the trends in fraud and best practices for vetting customers that you don't know. Read more...
The AICP and PERG put on One Heck of a Party
PERG Rental House Breakfast at Cine Gear
Basic Training for Entry-Level Rental Employees
When an entry-level employee starts work at a rental company, so much of the knowledge and skill essential to the smooth running of the operation is learned via on-the-job training. By “training” I don’t mean that you go in a classroom and someone says, “let’s go over this organizational diagram together so you understand what everyone does here,” or “I’m going to present to you a three-part lecture on how to design an Ethernet network for lighting,” or “I’m going to show you a power point on how to prep a multi-camera package.” More often, people first learn necessary skills informally by being assigned a job that is adjacent to someone else who has experience, watching and gleaning the knowledge by whatever the person will tell them, and by osmosis. A new employee has virtually no visibility into the bigger picture. When I worked for a lighting rental company in Chicago, fresh out of film school, I was completely unaware of what went on outside my own department. PERG’s EWI Program offers an opportunity to develop resources that all members can take advantage of, to give new employees a broader view of our industry and technology.
PERG’s 2024 EWI Coordinator, Alison Cupples, has a lot of experience mentoring young people, serving as a board member for Women in Film, New England. She also knows rental, having worked for 15 years as a Sales Account manager, and managing a branch office at High Output in Boston. As part of managing PERG’s Equitable Workforce Initiative, Alison will be working with PERG members to develop virtual training sessions that will be of universal interest to rental companies for their new employees. All PERG members will be notified when training sessions are scheduled, just as PERG has done with its popular Coffee Breaks, and employees from any member company are welcome to join the sessions.
One of the first sessions Alison is working on takes a 30,000-foot view of the landscape of a rental house. Trainees will hear from veteran rental owners and managers about the staff roles including the salesperson—the client liaison, translating the client’s needs into operational duties, acting as a consult as much as taking the client’s order, shop management, inventory management, accounting, marketing, and so on. Trainees will have an inside look at the rental company’s important relationships with the equipment manufacturers. By inviting the trainees to think about the bigger project of supporting productions, and everything that goes into it, the EWI program aims to help our members shape more informed, more valuable employees, and to spark an interest in rental as a long-term career.
Other EWI educational sessions will also focus on modern cinema technology. PERG is working with manufacturers to develop educational sessions on a wide variety of basic training, from color theory and lighting control to cameras and lenses to understanding the demands faced by the crew on set, and how the rental company supports them.
Many entry level employees apply for positions at a rental company because it is somewhere they can gain skills and knowledge about the equipment. Even someone with a college degree in filmmaking has not necessarily had much exposure to professional level equipment and filmmaking techniques. When I was in my twenties, entering the industry, the most knowledgeable and professional camera assistants I knew, who were young like me, had worked for a year or two at Panavision or one of the other respected rental companies. That was a real leg up. Working day in and day out with the equipment and servicing the 1st ACs who came in to prep their cameras, an entry-level person was soon set straight on the correct way to handle precious items and the experience vastly expanded their knowledge of the wide array of specialized equipment one must know to work in the industry.
The PERG EWI program, which is sponsored by Netflix, creates opportunities for people from underrepresented groups who have a strong desire the enter the motion picture/television industry. The 2024 program is currently accepting applications from rental companies that have positions to fill and from job seekers. The program reimburses the rental companies for all costs of wages and benefits for the first six months of employment. In exchange, the rental companies that volunteer to participate in the program provide the worker with a wide variety of training and experience and give the employee the 30,000-foot view of the rental industry that they need. For more information.
Hallahan Group Offers Customer Vetting for Rental Companies
The latest rent to steal equipment schemes are becoming near impossible for rental houses to detect on their own without the assistance from professionals equipped to separate the real from fake and fraudulent identifications. The thieves have gone so far as to create a fake website using the name of a real production company that is no longer in operation and create fake certificates of insurance. The fake certificates of insurance contain telephone numbers and email addresses that direct any outreach from the rental house to the thieves versus the legitimate insurance broker.
The Hallahan Group Inc. is a private investigation firm that is headed by Glen Hallahan and John Moran. Glen was the commanding officer of the NYPD Fraudulent Accident Investigation Squad. John was a Detective Seargent of the NYPD-FBI Joint Healthcare Fraud Task Force. Glen says, “We believe this investigative tool is one of the options a motion picture equipment rental company can use to vet unknown customers.” For $99.00 HGI will conduct a search with the goal to determine if the renter is who they claim to be, and that they are in fact a real person.
Below is the link to the HGI website and link to submit a new inquiry:
Investigative Services – The Hallahan Group Inc - The process is as simple as uploading the customer’s application, photo ID, etc. through the referral form and request Investigate Other service.
Alternatively, you can contact them using Contact – The Hallahan Group Inc or email mailto:info@hginy.com
If sending a contact email, please be sure to mark Urgent – New Customer Investigation.
The expected turnaround is the next business day.
PERG General Membership Meeting at NAB
On April 15th, PERG held its General Membership Meeting at NAB. The meeting, which was held in the Cine Central area of Central Hall of the LVCC, was attended by over 100 people.
PERG Chair, Bianca Halpern (BECiNE) welcomed the guests and opened her remarks by acknowledging the challenges of 2023-2024. “We were all understanding of each other's struggles and the camaraderie helped navigate through the times.” Raising her glass she continued, “Cheers to that and to the better times ahead.”
Bianca voiced a feeling that is common in the rental community, that there needs to be greater awareness among crew and customers of the value and challenges of rental companies. “Professional rental companies are foundational to every production community. Providing proper rental equipment requires long-term commitments, regular maintenance, long lead times to obtain vital items, and large financial expenditures to keep up with the latest advances in technology—these things are only available through an established rental company. Education is key, but it is just a first step, and we hope that every rental company will be part of the conversation as we provide a forum for the community around this issue.”
Bianca gave a shout out to PERG’s Coffee Breaks and User Group meetings. “PERG has hosted a lot of great educational sessions this past year. Including with Sony, ARRI, Astera, Small HD, Flanders Scientific, ProdPro, CORE, and Anton Bauer. For the past nine months PERG has coordinated User Group meetings in partnership with Rental Works, which have proved hugely helpful, and generated insightful discussion among our members that use that software. We’d love to do the same for any other rental software for which our members have the same need.”
Next in the meeting, Bianca introduced Alison Cupples, who has taken over as the new EWI Coordinator for ESTA. Alison announced that Netflix, the program sponsor, and ESTA have signed an agreement, and we are taking applications for the 2024 program. This is excellent timing as many companies will be hiring in the coming months. Since the announcement at NAB Alison has reached out to every PERG member individually to invite them to participate in the program and claim one of the eight grants that are available. For more information, please contact perg@esta.org.
Scott Taylor told the assembly about the most recent trend in COI fraud. Renters have presented doctored or fabricated Certificates of Insurance, even providing fake carrier phone numbers. (See Coffee Break – Red Flags on COIs and Best Practice for Customer Vetting.)
To close the evening Paul Royalty spoke on behalf of the Behind the Scenes Charity.
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| PERG Chair, Bianca Halpern (BECiNE) |
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| PERG EWI Coordinator, Alison Cupples |
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| Guests at PERG General Membership Meeting at NAB |
























