By Iain Blair
Tons of exhibitors. Thousands of attendees. Hour-plus waits to get through security and the metal detectors. Then twenty-minute queues to get shuttles across the sprawling Universal backlot to finally reach the main event. Welcome to Cine Gear 2025! But once inside, the two-day event more than lived up to its promise of a packed weekend of innovation, education and inspiration.
At the crowded ARRI booth, head of technology and development Andrew Pryor was showing the new Alexa 265 which is already much in demand. “We currently have about 50 Alexa 265s out in the wild shooting on various productions all over the world, from here in Hollywood to Canada, Europe and Asia – mostly movies, but we also have a very high-end TV streaming show,” he told me. “So business is very good right now after a very hard couple of years for the whole industry. The camera’s a much smaller, lighter version of the Alexa 65, with a nicer version of the 65mm sensor we had before, and it was designed with all the feedback we got from DPs. It delivers higher image quality through 15 stops of dynamic range and enhanced low-light performance, it features the same LogC4 workflow, REVEAL Color Science, and accessories as the Alexa 35, plus a new filter system.”
Discussing the current state of the rental business, Dana Harrison, COO of ARRI Rental UK, and Andy Shipsides, President of ARRI Rental North America, offered the following insights; “ARRI Rental globally is navigating a period of uncertainty, marked by a slowdown in the U.S. production activity and heightened competition from international markets. While the current dip in demand is challenging, there is a sense of resilience and strategic repositioning across the sector. We are using this time to invest in technology and strengthen client relationships, with a view to being well-positioned when production volumes in the industry return to previous levels. We trust that the U.S. market will recover, and those who adapt now will emerge stronger and more agile. Government and industry bodies globally are actively exploring ways to make U.S.-based production more competitive, and the hope is that it will lead to increased incentives across the board. With the right policy support, the industry can regain momentum.”
Asked about the main challenges of the past year or so, they note that rental companies globally have faced several recently, “including reduced production volumes, particularly in the U.S., and the shift of major projects to international markets like the UK and Canada, which has been driven by more competitive tax incentives and lower costs. This has left many rental companies with under-utilised high-value equipment and other mounting pressures. Supply chain delays, new pricing schemes, and evolving technology demands have tested our industry, but also prompted us to think more strategically, optimise operations, and explore new ways to add value. In the U.S., the pace has been slower to pick up, but we’re now seeing genuine momentum, especially in high end features and streaming series. Production is ramping back up in core hubs like New York and Los Angeles, and the introduction of new LA tax incentives is poised to give that growth an extra boost. In Canada, robust incentives and top tier talent continue to attract a steady stream of international production, keeping the outlook there consistently strong.”
Looking ahead, “the uncertainty around production volume recovery, particularly in the U.S., could impact long-term planning,” they add. “As productions increasingly weigh international options, we must remain competitive and focus on incentive-driven markets. Continued investment is essential but costly for the entire sector, and margins remain tight as clients want more flexibility, faster turnaround times, and value-added services without proportional increases in spend. However, ARRI Rental is known for embracing these kinds of challenges. We are focused on building a strong, resilient future by investing in the incredible skill and dedication of our team—whose expertise, passion, and adaptability remain the foundation of our success. Across North America, the signs are encouraging. At ARRI Rental, we’re fully prepared to support this creative resurgence with industry-trusted tools, technology, and expertise. While some challenges persist, there’s a tangible sense that we’re heading into a new phase of growth, and that’s something to be optimistic about.”
Upcoming/current films and TV shows currently shooting in the U.S. and Canada through ARRI Rental include “Beef” Season 2, “Ballard,” “Frankenstein,” “Tall Pines,” and “Tracker” Season 2. Other highlights from ARRI Rental’s UK office include “The Lord of the Rings: The Rings of Power” Season 3, “House of the Dragon” Season 3, “Marvel’s Avengers: Doomsday,” “Ahsoka” Season 2, and “The Agency” Season 2. Several projects serviced by ARRI Rental in Europe include: “Klara and the Sun,” “Butterfly Jam,” “Betamax,” “Ride or Die,” and “Bone Palace.”
