THE DEMAND FOR SONY VENICE CONTINUES TO GROW
a Dynamic Rental Market
over 50 units in our global inventory. A mix of regular firmware updates and the introduction of HFR has seen VENICE’s popularity trend continually upwards. The demand almost parabolic at times. We currently have VENICEs out on rental in five continents, over 15 countries and 25 markets. Dynamic’s growth is directly
Brandon Zachary Founder Dynamic Rentals
When I founded Dynamic Rentals a little over 3 years ago our primary investments were only in accessories. We wanted to demonstrate to the local LA rental market that we were there to support them and not to compete with them. Without cameras and lenses our neutrality could not be questioned. It wasn’t long before our clients started requesting both. I’ll admit I was initially worried about investing in cameras because they have often had a notoriously short shelf life, but then the Sony VENICE came along and changed everything. Our model is based on premium
equipment that has a high utilisation. The Sony VENICE was the perfect segue into the camera world. Straight away I knew it would be a home run; the ability to switch between S35 and Full Frame, the Dual ISO, the X-OCN 16bit linear codec, 8 step internal ND filters… and the future promise of High Frame Rates from Sony softened any concerns I had. As we expanded into Atlanta and
Europe the demand soared. Just two years after I tentatively bought the first five Sony VENICEs, we now have
correlated with how much we listen to our clients. We only win when they win. As a consequence, we’ve developed a unique relationship and perspective because we are one step removed from production. At a certain point you have to ask yourself, how many more of any one camera do I actually need? I always like to do my homework, so I directly asked Cinematographers if they thought the demand was sustainable? If this was a short-lived fad? The feedback was crystal clear: cinematographers love the pictures coming off the camera. A combination of the dynamic range, dual ISO, natural skin tones, and an elastic codec with the post community’s full endorsement was driving the VENICE’s ever-upward trajectory.
JUST TWO YEARS AFTER I TENTATIVELY BOUGHT THE FIRST FIVE SONY VENICES, WE NOW HAVE OVER 50 UNITS IN OUR GLOBAL INVENTORY
Many rental houses have been looking at different equipment
strategies this year
as the ability to finance new purchases and their
own appetite for risk have dwindled. Our LTR (long term rental) programme – most commonly used for longform drama and film - has been a huge success since launching in June and the VENICE has without doubt been the most popular request for this type of rental. This has been a key driver behind our continued investment in more VENICE units.
CVP is an authorised Sony and CineAlta reseller
We offer tailored finance options for a range of digital cinematography products. We are currently offering 24 months Interest Free Credit on the Sony VENICE, Rialto Extension System and other Sony products.
cvp.com
https://pro.sony/venice We rely on good feedback and in
an overly saturated market it’s rare to find something that EVERYONE loves. In an uncertain world where rental houses are not only dealing with the financial impact of COVID, but also the S35 versus FF conundrum, it’s harder than ever to decide where to invest. The ability to switch between S35 and FF on the VENICE is definitely a plus within this context. Crew always want the latest shiny toys, but when that means turning your back on an S35 lens inventory built up over years, no rental house owner is in too much of a rush. With our LTR programme, you can have the VENICE on your shelf, service S35 work with your own lenses and when you need FF you can come back to us with your pre-negotiated (LTR locked pricing) rates and choose between Signature Primes, Thalia’s, Supreme’s, Radiance’s, S7’s and more… it’s a perfect solution for imperfect times.
I also have to make special
THE SONY VENICE HAS BEEN A HUGE SUCCESS FOR DYNAMIC
OUR INVESTMENT IN
mention of the Rialto Extension System – the VENICE sensor block linked to the camera on the end of an umbilical cord. The Rialto is a perfect complement to the VENICE that further broadens the camera’s versatility on set with a truly ground- breaking design. Sony spent years researching
the VENICE directly with the
rental houses and DP’s and it shows. Our investment in the Sony VENICE has been a HUGE success for Dynamic. I would go so far as to say that the biggest problem for any rental house when it comes to the Sony VENICE, is that simply they do not have enough of them to satisfy the ever-growing demand.
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