Hundreds of retailers exist that both sell and rent film equipment. Most filmmakers do not purchase large film equipment items such as cameras, dollies, and tripods. Instead they rent those for a specific time period (usually the length of the shoot). Smaller pieces of film equipment are sometimes purchased. Film equipment is generally very expensive, so renting is more viable option. The actual film is also extremely expensive and is often purchased from the same retailer as the one you rented the equipment from.
As previously stated, there are two primary ways to finance film equipment. Either you will purchase the equipment or work for someone who already owns it. That's the easy way of producing a movie. The difficult and common method is when film equipment is financed through a rental. Filmmakers set up an agreement with the shop owner, stating how long they will rent out the equipment, how much it will cost, and what the penalties are for damaged, lost, or late returns.
Several independent producers, directors, and other experts warn new filmmakers against renting the film equipment at face value. Several experts claim there are several ways to land a great bargain on the rental. Well known indepedent filmmaker expert Dov Simens always says to "never pay retail." Hey claims that labs, retailers, and other film production companies will bargain with you if you ask to drop the price. Simens states you can get a 30-50% discount with cash deals (on film), pay via credit card, or create a deferred billing or partner deal. Cameras cost upwards $150,000 so obviously most rent with similar options at their disposal.
Simens says some camera rental retailers offer specials such as "four-day week" which basically means you pay to use the camera for only four days despite the fact that you have it for seven. However, Simens says rentals love to toss this offer in your face because it sounds good on paper but actually isn't that great of a deal. Never pay rate card. Simens and other bargain hunters like filmmaker Bret Stern say if you really know how to beg, plead, and cajole, you'll receive a "two-day week."
The film industry labels gels and filters, tape, and other gaffer and crew items as expendables that you need to include for the shoot. Most of these items are purchased but some are financed through renting. Remember that most indepedent films are financed by a group of wealthy individuals looking to have their five-seconds of fame via the opening credits. Regardless, you do not want to waste their money. In fact, you want to stretch it as far as possible. The camera, film, accessories, and expendables can make you feel like you threw your money away faster than a high roller in Vegas. Careful planning and a tight budget are a must.