Race to the bottom: Rethinking the role of kit rental

Richard Madeley, CEO, VI Rental, argues that as the production landscape shifts, the relationship between producers and the kit rental sector needs to change too.

As the owner of a film and TV rental company with over 30 years in the industry, I’ve seen the production landscape change significantly. While UK production spending has recently bounced back, much of that growth is concentrated in high-end drama and studio-backed productions. For many in the rental sector, the benefits of this rebound feel unevenly distributed, and the strain is starting to show.

A growing number of equipment providers have already been pushed out of the market, largely due to increasingly aggressive pricing wars. While it might be tempting for rental companies to chase revenue at any cost, the reality is that this “race to the bottom” carries long-term consequences for the entire industry.

We understand the pressure production companies face, with tighter budgets, shorter timelines, and increasing demands from broadcasters and streamers. It’s only natural that cost becomes a major factor. But when price becomes the only consideration when renting kit there are trade-offs. Service quality, technical support, and reliability, all critical to the success of any production, are often the first casualties when margins are squeezed.

With so many rental houses closing their doors in the past year, it’s worth asking what really matters to your production. The lowest upfront quote might save money on paper, but if it leads to lost time, technical failures, or unsupported crews on set, the true cost can be far higher.

we are not that arrogant as to say we have never entered into a price war with another rental company to win a job, but at VI Rental, we believe in value over price, and our core aim is to build long-term relationships that offer reliability, trust, and the kind of support that allows both sides to thrive. As our industry faces a growing complexity, now is the time to reassess how rental companies and production companies work together.

The Changing Role of Rental in Production

We’re operating in a new production reality. Where once a compelling pitch deck could open doors, today many broadcasters and streamers demand fully formed pilots, filmed, edited, and ready to view, before considering a project. This shift places more risk on production companies, who must invest heavily upfront with no guarantee of commission.

Rental companies, historically seen as primarily equipment providers, are now being drawn deeper into the early stages of production, often before there’s a greenlight in place. So, the question is: how can rental companies adapt their approach to better align with this new production reality — without risking doing multiple unpaid shoots?

One solution lies in rethinking the partnership model. With long-standing clients who bring consistent pipelines of work, we’re able to offer more flexible terms. Early-stage pilot costs, for example, can be absorbed across a broader relationship. For smaller or newer production companies, this level of trust takes time to build, and it’s a challenge. But it’s also an opportunity to foster growth on both sides.