What William F. White International does

William F. White International is a specialized equipment rental provider serving the film and television production industry, now operating as the Sunbelt Rentals Film & TV division of Sunbelt Rentals, Inc. (NYSE: SBR). The business is organized around six integrated equipment departments: Studios (turnkey production-ready spaces with on-site support), Camera & Motion (cameras, specialty equipment, and virtual production technology), Lighting, Grip & Lifts, Power & Distribution Equipment (including Battery Energy Storage Systems and Rolling Power Packs), Stage Rigging & Scaffolding, and Location Equipment. The offering combines large physical inventory assets with proprietary differentiated hardware such as “The Articulator,” a multi-use rotator for camera and lighting positioning, and eco-innovation oriented power solutions. Service is delivered from prep to wrap by an expert crew that supports productions of all sizes.

Revenue is generated primarily through quote-based, project-duration equipment rental fees across the six departments, supplemented by turnkey studio-space rentals and professional services such as rigging setup, scaffolding, and production consultation. The go-to-market motion is enterprise field sales backed by an international branch network across North America, the United Kingdom, Ireland, and Morocco, combined with an emerging self-serve channel via website, mobile apps (iOS/Android), and account/PO workflows. Customers consist of major film and television productions, with named engagements spanning Shogun, The Boys, The Handmaid's Tale, The Last of Us, Ghostbusters: Afterlife, Sonic the Hedgehog, The Flash, and others, alongside virtual production studios, location shoots, and independent/emerging filmmakers supported via grants, scholarships, and mentorship programs. Heritage is anchored by the 60-plus-year legacies of William F. White and Studio City Rentals, integrated under Sunbelt Rentals since the 2022 acquisitions.

Name

William F. White International

Legal name

Sunbelt Rentals, Inc.

Website

https://whites.com

Company type

Public

Founded year

1964

Operating status

Operating

Headcount range

101–250 employees

Short description

William F. White International operates as Sunbelt Rentals Film & TV, providing integrated film and television production equipment rentals across studios, camera, lighting, grip, power, rigging, and location gear for major productions in North America, the UK, Ireland, and Morocco.

Ownership category

akta.pro rank

Product category

Film and TV Production Equipment Rentals

NAICS

Other Motion Picture and Video Industries (512199), Motion Picture and Sound Recording Industries (512)

SIC

Services-Motion Picture & Video Tape Production (7812), Services-Allied To Motion Picture Production (7819)

akta.pro primary industry

Camera, Grip & Lighting Equipment Rental (MPADAFAB)

akta.pro secondary industries

Studio Campus / Production Facility Operators (MPADAIAC), Production Equipment & Technical Services (Camera/Lighting/Grip, Virtual Production) (MPAAAMAH), Production Vehicles & Transportation (Trucks, Trailers, Drivers) (MPADAFAD)

Keywords

• Film equipment rentals
• Camera rental services
• Lighting grip equipment
• Studio space rentals
• Production equipment supply

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Film & TV Equipment Rentals: Rental of production equipment including cameras, lighting, grip, power distribution, stage rigging, scaffolding, and location equipment. Revenue is generated through equipment rental fees, typically with daily, weekly, or project-based billing. The company also provides turnkey production-ready studio spaces with on-site support and extensive amenities.
2. Studio Space Rentals: Turnkey, production-ready studio spaces with on-site support and extensive amenities for content creation needs.
3. Professional Services: Expert crew support, rigging and scaffolding setup services, and production consultation from prep to wrap.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

William F. White International (now Sunbelt Rentals Film & TV) is Canada's iconic provider of production equipment to the entertainment industry, offering a single-source rental solution spanning cameras, specialty equipment, virtual production technology, lighting, grip, lifts, power distribution, stage rigging, scaffolding, and location equipment, alongside turnkey production-ready studio spaces with on-site crew support from prep to wrap.

Product overview

Sunbelt Rentals Film & TV is a single-source equipment rental solution for film and TV production, built from the legacies of William F. White and Studio City Rentals. The offering consists of six integrated departments: Studios (turnkey production-ready spaces), Camera & Motion (camera and virtual production technology), Lighting, Grip, & Lifts (lighting and positioning equipment), Power & Distribution Equipment (set power solutions), Stage Rigging & Scaffolding (rigging infrastructure), and Location Equipment (on-location comfort and operational supplies). Together these departments provide comprehensive rental coverage from prep to wrap for productions of all sizes across North America, the United Kingdom, Ireland, and Morocco.

Differentiator

Problem solved

Functional benefit

Products and services

• Studios Turnkey, production-ready studio spaces with on-site support and extensive amenities for content creation needs, offered to film and TV productions of all sizes.
• Camera & Motion Rental of camera bodies, specialty equipment, and virtual production (LED volume) solutions for world-class service and technology aimed at film and TV productions.
• Lighting, Grip, & Lifts Rental of the latest lighting, lift, and grip equipment providing customizable production solutions for film and TV sets.
• Power & Distribution Equipment Rental of reliable power distribution equipment adaptable to varying voltage requirements, supporting productions both in-studio and on-location.
• Stage Rigging & Scaffolding Rental of stage rigging and scaffolding equipment delivered with experienced precision to meet film and TV production requirements.
• Location Equipment Rental of location support equipment providing crew comfort and operational needs for productions filming on-site anywhere.

Quantifiable outcome

• 60 years of industry heritage and excellence in film equipment rentals
• +1 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• Women in Film & TelevisioncoreStrategic or Co-development PartnerSunbelt Rentals Film & TV partners with Women in Film & Television as part of their ongoing dedication to supporting underrepresented voices in the industry. The partnership includes mentorship programs designed to amplify diverse voices and stories within the entertainment industry.
• Black Women Film! CanadacoreStrategic or Co-development PartnerPartnership and mentorship program supporting Black women filmmakers in Canada. Sunbelt Rentals Film & TV is committed to amplifying diverse voices and stories within the industry through this partnership.
• Whistler Film Festival's Indigenous Filmmaker FellowshipcoreStrategic or Co-development PartnerPartnership supporting Indigenous filmmakers through the Whistler Film Festival's Indigenous Filmmaker Fellowship. This program is part of Sunbelt Rentals Film & TV's commitment to supporting underrepresented voices and diverse storytelling.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• ARRI Rental: Global provider of camera, lighting, and grip equipment rentals to film and TV productions, with locations across North America, Europe, and other production hubs. Directly comparable one-vendor rental model serving major studio customers with comprehensive equipment solutions.
• Panavision: Premier film and television equipment rental company offering cameras, lenses, lighting, and grip with global reach. Closely comparable high-end production rental specialist serving the same major studio production customer base.
• Keslow Camera: Provides camera, lighting, and grip equipment rentals to feature film, television, and commercial productions with multiple U.S. locations. Direct competitor in the comprehensive production equipment rental category for major productions.
• Otto Nemenz International: Long-established camera and production equipment rental house serving major film productions from its Los Angeles base and other locations. Comparable as a specialist equipment rental peer serving the same high-end production market.
• Clairmont Camera: Canadian-headquartered camera and lens rental company serving film and television productions across North America. Particularly comparable as a Canadian peer serving Vancouver, Toronto, and other tax-incentive production hubs in the same territory.
• SIM International: Broadcast, film, and professional video equipment rental company operating across the UK and internationally. Directly comparable film/TV rental peer with overlapping European geographic coverage including UK production hubs.
• Panalux: Panavision Group brand specializing in lighting and grip equipment rental for film and television productions across multiple geographies. Comparable lighting and grip specialist under a related industry group, serving the same production customers.

Regional players

• Cinequipt: Film and broadcast equipment rental house headquartered in Toronto serving productions across Canada. Comparable camera, lighting, and grip rental offerings for Canadian productions, directly overlapping in Toronto/Vancouver production hub territory.
• Take 2 Film Services: Australian provider of film equipment rental including cameras, lighting, grip, and location equipment. Comparable production equipment rental model serving major productions, but operating in the Australia/New Zealand market rather than WFW's core territories.

Broad incumbents

• Sunbelt Rentals (Parent) Industrial Division: Sunbelt Rentals' broader general equipment rental business provides aerial work platforms, power, climate control, and site services. Comparable as the parent operating company whose infrastructure, logistics, and capital base the Film & TV division leverages, but serving different end customers (construction/industrial rather than entertainment).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/WFW_Intl
• YouTubeyoutube.com/user/SunbeltRentalsMedia
• Facebookfacebook.com/willliamfwhite
• LinkedInlinkedin.com/company/sunbelt-rentals
• Instagraminstagram.com/sunbeltrentals

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about William F. White International