A famous director once said,
“Pick up a camera. Shoot something. No matter how small, no matter how cheesy, no matter whether your friends and your sister star in it. Put your name on it as director. Now you’re a director. Everything after that you’re just negotiating your budget and your fee.”
Redefine Rentals has a very simple and clear philosophy: strip the independent filmmaker of as many hurdles as possible and allow the very core of independent film — as an art and not an investment — to be realized.
As filmmakers we do not only believe in great equipment, we believe in great cinema and providing the right tools to make it a reality. We have developed our company based on what we know. Redefine doesn’t know directors like David Fincher or Peter Jackson; we know students and indie filmakers who set out with a script, a few grand, and dreams of Sundance stardom.
Twenty years ago the Redefine Rental model was impossible. The studios were the only ones that could afford the professional gear, and by keeping it to themselves, they effectively controlled the medium. Today it is the choice of the individual to allow the freedom of cinema to progress, or continue to grasp at the flimsy blockbuster hit.
Let’s give the digital revolution a greater place in the history books. Not one of sensors and resolution, but one that is remembered as a time that gave every independent filmmaker the freedom to tell their story.