Where to get equipment to break into Atlanta TV, film industry

Keeping up with the camera equipment of today’s film and TV industry can become costly.

Make the most bang for your broadcasting buck by considering renting instead of buying the latest and greatest on the market, especially one where the technology constantly evolves.

The following Atlanta-based rental companies offer industry standard gadgets and gizmos to help get your motion picture projects off the ground in pure professionalism and at reasonable price points:

Aperturent

6065 Roswell Road, Atlanta, Georgia, 30328. aperturent.com.

What it is: Catering to the pastime to professional photographer, Aperturent carries the industry’s most valued camera brands, including Nikon, Canon and Sony. The rental company also provides accessories and video equipment for bigger-picture productions.

What's new in stock: The DJI Osmo Handheld 4K Camera stabilizes shooting in handheld form. The Osmo also can become tethered to a mobile device, turning a smartphone into an on-board monitor.

Production Consultants and Equipment (PC&E)

223 DeFoor Hills Road, Atlanta, Georgia, 30318. pce-atlanta.com.

What it is: PC&E dubs itself the only full-service rental company in Atlanta, offering lighting and grip to camera equipment, sound stages and technical support.

What's new in stock: The high-performance ARRI/ZEISS Master Anamorphic lens series produces breathtaking out-of-focus backgrounds coupled with a smooth, cinematic finish.

Professional Photo Resources (PPR)

667 11th St., Atlanta. ppratlanta.com.

What it is: Considered the largest photography rental house in the Southeast, PPR quarters an extensive selection of lighting, camera, grip and studio gear of various brands and formats. From wedding to underwater assignments, PPR is staffed to help get the job done with ease.

What's new in stock: The Sony A7R II amplifies resolution in a compact camera. As the world's first 35mm full-frame black-illuminated CMOS sensor, this Sony sensation offers more cropping without compromising the image's detail for both still and moving shots.

Showcase

2323 Cheshire Bridge Road, Atlanta, Georgia, 30324. showcaseinc.com.

What it is: The nearly 40-year company is equipped with a team of photo and video experts who not only provide the film and TV industry’s up-to-the-minute equipment but educate about its inventory through popular The Showcase School.

What's new in stock: The Canon EOS 5D Mark IV Digital SLR Camera features versatile shooting in nearly any light source. It even comes with 4K motion JPEG video.