New York, NY—An equipment rental house for high-end digital cinematography, Adorama Rental Company (ARC) welcomed Mike Nichols as its new vice president of Sales and Marketing.
In his new role, Nichols is responsible for building a five-year strategy with a focus on growth as well as the expansion of the company. Furthermore, he will identify new areas of revenue that look beyond the transactional rental business. In addition, he will develop services for ARC’s high-end digital cinema market with a customer service mindset.
“Mike brings years of experience in the digital cinema rental space; we are thrilled to have him lead us into the next exciting chapter for Adorama Rental Company,” said Glenn Kornfeld, president of Adorama Rental Company.
“Coming out of the pandemic, ARC will focus on expanding our high-end optics inventory as well as servicing the wider high-end digital cinema market. Mike’s passion, vast technical knowledge and acute business acumen are integral in this shift of focus and building ARC into the national rental house we aspire to be.”
Nichols brings 13 years of experience managing a successful rental company, AbelCine; feature film and television credits span 27 years. Prior to managing AbelCine, he worked for Zooma Zooma; the boutique commercial production company was cofounded by director Sam Raimi and executive producer Joseph Mantegna.
“Adorama is a well-respected company with a long-standing history in NYC; I’m excited to join the team,” said Nichols. “In addition to helping reshape the ARC brand, I hope to find new and exciting opportunities between Adorama’s family of business units, such as Adorama, SunnySports, Scuba.com and Printique.”
Adorama Rental Company
A division of Adorama Inc., Adorama Rental Company is an equipment rental house for high-end digital cinematography. It provides the creative community with the necessary tools and services.
Moreover, it operates from two locations in New York City spanning more than 25,000 square feet. In addition, the company offers a full-service rental experience with technical support across a catalog of imaging technology. Equipment includes the latest cinema cameras and lenses; grip and electric; lighting; audio; as well as monitors.