If you’re shooting photos or video in NYC and need to rent a car, go for something special. It elevates the production and stands out. If you find the ideal car, it’s worth planning your whole shot list around it, rather than trying to adapt the car to the shoot.
Nothing makes the difference between ordinary and special quite like an exotic or ultra-luxury car. The lighting, the angles, the mood - it all changes. The images look different when you post them to Instagram, to YouTube, to a website, or in a campaign deck for a brand. Why settle for anything less when you’re shooting for your vision as a creator or brand, as a real estate pro, music artist, or wedding photographer?
Remember to plan the hours you need the car around the shot list. And always check whether you need a city permit to shoot on city streets. This very much depends on where you’ll be shooting and what you’ll be doing with the car. If you shoot with a handheld camera and use a tripod, you don’t need a permit as long as you don’t ask for special parking privileges or exclusive use of the location. No car chases or stunts. If you want the streets to yourself, you have to get a Film Office permit. A permit is needed for exclusive use of city property, prop vehicles, and stunts.
The permit fee is $500, non-refundable, for each 14-day period. Your company also needs $1,000,000 general liability insurance in your company’s name. You also need to name the City of New York as an additional insured. Your broker will email the certificate to the Film Office at least 48 hours before you can file for a permit.
Permits get you NYPD assistance, parking privileges, and use of most outdoor locations. There’s no extra charge beyond the $500 fee. If all you want is to park personal cars or SUVs at the location, nobody asks for a permit.
Fit the Story You Want to Tell
If your content is bold and luxurious, the Lamborghini Huracan, Ferrari 488 Spider or McLaren 720S may be a good fit. A Rolls-Royce Cullinan or Ghost gives your luxury fashion or wedding shoot a premium touch. For lifestyle and group shoots, an Urus, G63, Range Rover or Escalade provides plenty of room for gear and people. Think about whether the car’s color, interior and body style fit the story you want to tell. A video of your favorite model might look better with that convertible top down, those badges in the sun, or that premium interior lit at a low angle.
If you’re spending money on camera gear and talent, you want a car in mint condition. It’ll look dirty if it’s not clean. It’ll look bruised if it has any visible imperfections. Look closely, make sure the upholstery, windows, and bodywork look perfect. If you have to worry about scratches, dents, and bumper scuffs you’ll make decisions based on keeping the car clean, not the best shot or production value.
You’re probably shooting in 4K or better, so every little thing will be visible. Make sure the car has been professionally detailed and inspected. Record its condition at delivery and again at pickup, in case there’s any disagreement.
Wiggle Room
Shoots take time, and the best-laid plans need to be flexible. Figure how long your shoot should take and leave time in your car booking for getting the best shots and a bit of wiggle room if something goes wrong. Some people will book a 4-6 hour block for studio work, then an outdoor location for sunset. Another option is to book a full day or multi-day rental for more in-depth work. You’ll want to work with your photographer and videographer to plan several looks in one rental.
Several locations means making sure you plan enough time at each and don’t miss shots because of permit windows or golden hour. If you have to be done by a certain time, or have a permit for a specific window, tell the rental team.
Ask your rental team before you book: will they do a quick wipe-down between looks, or move the car if the photographer wants a different angle? If your plans shift during the rental, a team that knows your shoot makes things easy. If the sun hits just right and you want another hour, it helps to know the rental team can give you the time you need.
The Rental Company’s Terms
Rental companies in New York are required to rent to anyone who has a valid driver’s license, as long as you’re at least 18 years old. If you’re under 25, they can charge a surcharge. If you’re sharing the rental with a friend or family member, the company can charge you up to $5 a day for them.
If the car costs over $50,000, the company’s damage waiver doesn’t have a cap on the daily fee, but it must reflect fair market value. A damage charge can’t be more than what it would cost to fix the damage or what the car was worth before the damage, minus how much the company gets for selling it as damaged. If the company tells you there’s been damage, you have 72 hours after the notice to ask to inspect what was damaged.
In the end, renting a car for video comes down to three things. Pick the vehicle for the look of the shoot, book it for longer than you think you’ll need and check the car’s condition when it arrives. Also, check the rules about permits and when you need them and the rental company’s terms before you rent.
