Fookus Pookus

What Fookus Pookus does

Fookus Pookus Grip OÜ is an Estonian privately held film equipment rental and manufacturing company founded in 2003, headquartered in Peetri, Estonia. The company operates two integrated business lines: (1) Equipment Rental — providing professional camera movement and grip equipment (MovieBird 45 telescopic crane, Fisher 11 and Matthews Dutti dollies, ARRI Trinity 2, SRH-3 and 360 EVO stabilized heads, Steadicam systems, Shotover G1, GFM sliders, process trailers, tracking vehicles, and rigging kits) alongside skilled crew services (Steadicam, crane, key grip, stabilized head operators) to film, TV, advertising, and music video productions; and (2) Proprietary Product Manufacturing — sold globally via shop.fookuspookus.ee, including PowerBack camera power systems (12V/24V), PowerStation Mini, Rainaway TV rain protection, The Vault crash cases, Mod Crane Kit, and Camera Plate XL systems. Co-branded product development also occurs with Grip Factory Munich (GFM) and Modulus X (Canada) for rigging accessories.

The company serves enterprise production clients internationally, with documented projects including features "Sisu" and "O2 (Dawn of War)", plus commercials for LG, Victorinox, Citroën, Rostelecom, and Penny, and music videos for The Verge and LOBODA. Revenue is generated primarily through quote-based daily equipment rental (€60–€450/day depending on equipment tier) and one-time sale of proprietary products (€350–€6,900). The company is led by Partner/CEO Siim Kaarel Saluri, a 15+ year Steadicam veteran, with Operations Manager Toorion Ojaperv overseeing booking and logistics. In 2025, the company secured €115,703 in EU NextGenerationEU grant funding for digital transformation and €7,500 for digitalization roadmap analysis, signaling modest capacity investment. The company operates with no public revenue disclosure, no external institutional investment beyond EU grants, and an estimated sub-12-person core team.

Name

Fookus Pookus

Legal name

OÜ Fookus Pookus Grip

Website

https://fookuspookus.ee

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

Fookus Pookus is an Estonian film equipment rental and proprietary product manufacturer (since 2003) serving feature film, TV, advertising, and music video productions across Europe and globally, offering premium cranes, dollies, stabilized heads, grip equipment, and crew services alongside e-commerce product sales.

Ownership category

akta.pro rank

Product category

Film Equipment Rental & Production Services

NAICS

Audio and Video Equipment Manufacturing (33431), Audio and Video Equipment Manufacturing (334310), Other Motion Picture and Video Industries (512199)

SIC

Services-Motion Picture & Video Tape Production (7812), Services-Allied To Motion Picture Production (7819), Photographic Equipment & Supplies (3861)

akta.pro primary industry

Camera, Grip & Lighting Equipment Rental (MPADAFAB)

akta.pro secondary industries

Production Equipment & Technical Services (Camera/Lighting/Grip, Virtual Production) (MPAAAMAH), Video Camera & Production Gear Retail (Camcorders, Cinema Cameras, Rigs) (CRACAHAB), Gimbals, Stabilizers & Camera Rigs (Handheld, Wearable, Drone Gimbals) (CRACAPAE)

Keywords

• Film equipment rental
• Camera stabilization systems
• Grip equipment services
• Professional film crew
• Camera crane rental

Headquarters

HQ city

Peetri

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Revenue model

1. Equipment Rental: Daily rental of professional film equipment including cranes, dollies, steadicams, stabilized heads, rigging equipment, and vehicles. Pricing is quote-based with typical daily rates ranging from €60-450 depending on equipment.
2. Equipment Manufacturing & Sales: Sale of proprietary camera equipment through e-commerce platform including PowerBack systems (€1,590-1,790), Rainaway TV (€6,900), The Vault (€3,490-3,590), Mod Crane Kit (€3,490), and accessories. Global shipping available.
3. Professional Crew Services: Provision of skilled film crew including operators, grips, and technicians for productions.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Fookus Pookus rents professional film production camera movement equipment—including telescopic cranes, dollies, Steadicam systems, stabilized heads, sliders, process trailers, and tracking vehicles—and supplies skilled crew (Steadicam operators, crane operators, key grips, camera car drivers) to film, TV, and commercial productions. The company also designs, manufactures, and sells proprietary camera accessories such as PowerBack camera power systems, Rainaway TV rain protection, The Vault crashbox equipment, and Camera Plate XL mounting solutions through its own e-commerce shop.

Product overview

Fookus Pookus is a film equipment rental and manufacturing company based in Estonia, operating since 2003. The company offers two main service lines: (1) Equipment Rental - providing professional film production equipment including camera stabilization systems (Arri Trinity 2, ARRI 360 EVO, ARRI SRH-3, Steadicam, Shotover G1), camera dollies (Fisher 11, Matthews Dutti), cranes and jibs (MovieBird 45 telescopic crane, GFM TeleJib), sliders (GFM 60cm, Panther U-Bangi), process trailers, tracking vehicles, rigging equipment, and professional crew services; (2) Proprietary Products Manufacturing - through their FookusPookus Manufacturing division, they produce camera work equipment including PowerBack battery systems (12V and 24V kits), PowerStation Mini distribution boxes, Camera Plate XL/L systems, Rainaway TV weather protection, The Vault crash cases, Mod Crane kits, and mounting accessories. The company specializes in moving camera technologies and has completed major film projects including 'Sisu', 'O2 (Dawn of War)', 'Kalev', and international commercials for brands like LG, Victorinox, Citroën, and Penny.

Differentiator

Problem solved

Functional benefit

Brands

• PowerBack: Camera power plate systems for professional cinema cameras, available in 12V and 24V configurations with various battery mount options (B-Mount, Gold Mount Plus, Gold Mount Core Helix).
• Rainaway TV
• The Vault
• PowerStation

Products and services

• Film Equipment Rental Rental of professional film production equipment including telescopic cranes (MovieBird 45), dollies (Fisher 11, Matthews Dutti), Steadicam systems, ARRI stabilized heads (Trinity 2, SRH-3, 360 EVO), sliders (GFM 60cm, Panther U-Bangi), Modulus-X truss system, rigging kits, process trailers, tracking vehicles, and grip accessories. Quote-based pricing with daily rates ranging from €60 to €450 depending on equipment, targeting film, TV, commercial, and music video productions.
• Professional Crew Services Provision of skilled film crew including Steadicam operators, Trinity 2 operators, crane operators, stabilized head technicians, key grips, dolly grips, rigging grips, and camera car precision drivers. Crew has credits on major feature films and international commercials for brands such as LG, Victorinox, Citroen, and BMW. Services can be bundled with equipment rental or provided independently.
• PowerBack Kit 12V Proprietary 12V camera power solution kit featuring the PowerBack plate with Gold Mount or Gold Mount Plus battery adapters, designed for professional cinema cameras. Price €1,590.
• PowerBack Kit 24V Best-selling proprietary 24V camera power kit with Powerback 24V plate supporting B-Mount, Gold Mount Plus, or Gold Mount Core Helix battery adapters. Includes unregulated Output 1 and regulated 15V Output 2. Price €1,790.
• PowerStation Mini Proprietary power distribution box accessory for Powerback Camera Plate. Mounts battery next to camera body with multiple outputs including XLR-4, 2x D-Tap, Fischer 3-pin, and Lemo 0B2Pin. Supports V-lock, Gold Mount, B-Mount, and Gold Mount Plus batteries.
• Camera Plate XL Kit Proprietary camera mounting plate system for Sony Venice with Rialto extension. Includes quick release system, harness with mounting plate, 1/4" and 3/8" camera screws. Plate dimensions 380x300mm, weight 2.1kg. Price €990.
• Rainaway TV Proprietary rain protection system designed for TV and camera equipment during outdoor filming in wet conditions. Price €6,900.
• The Vault Proprietary crashbox protective equipment/storage case system designed for protecting film production gear during action sequences. Price range €3,490-€3,590.
• Mod Crane Kit Proprietary modular crane kit for camera mounting and movement, available in multiple variants. Price €3,490.
• Easyrig Mounting Plate Proprietary mounting adapter for attaching Powerback to Easyrig systems. Compatible with Vario 5, Minimax, and Cine 3 Easyrig models. Made of lightweight aluminum with two-bolt mounting and compression bracket. Price €350.
• Whip. Pan. Cake. 360° Camera Rig Proprietary 360-degree camera rotation rig for creative cinematography shots. Price €990.

Quantifiable outcome

• Film 'Sisu' achieved worldwide success with Fookus Pookus equipment and crew

Named customers9 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

Feature6 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Grip Factory Munich (GFM)coreStrategic or Co-development PartnerPartnership with Grip Factory Munich to develop specialized accessories for the Modulus-X Truss System tailored for film production. GFM provides proprietary accessories including baby pin starters, Mitchell plate adapters, Euro adapters, and Speedrail starters compatible with the Modulus-X system.
• Modulus X (Canada)coreTechnology or IntegrationCanadian manufacturer of the Modulus-X Truss System. Fookus Pookus rents and promotes the system as a next-generation rigging solution with superior load ratings and weight-to-strength ratio for film production temporary structures.
• Nafta FilmsminorStrategic or Co-development PartnerEstonian film production company. Collaboration on feature film project 'O2 (Dawn of War)' where Fookus Pookus provided equipment and crew services.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• ARRI Rental: Global camera and lighting equipment rental arm of ARRI, with major hubs across Europe and the US. Overlaps directly with Fookus Pookus on stabilized heads (Trinity, SRH-3), cranes, and crew-supplied packages for feature and commercial work.
• Otto Nemenz International: Long-established camera rental house serving Hollywood and international productions. Comparable in providing high-end rental packages for cinematic work, though at significantly larger scale than Fookus Pookus.
• Keslow Camera: Large US-based cinema camera, lens and accessories rental house with growing European presence. Comparable as a one-stop rental supplier serving feature film and commercial productions.

Direct peers

• MovieBird: Manufacturer of telescopic camera cranes (including the MovieBird 45 in Fookus Pookus's fleet). Comparable as a peer in the camera-crane segment of the production equipment market.
• Shotover Camera Systems: Designer and manufacturer of gyro-stabilized gimbal systems (including the Shotover G1 rented by Fookus Pookus). Comparable as a peer in stabilized aerial and vehicle-mounted camera systems.
• Panther GmbH: German manufacturer and rental provider of camera dollies, cranes and grip equipment for film production. Highly comparable as both a rental house and equipment designer in the same camera-movement niche as Fookus Pookus.
• Grip Factory Munich (GFM): German-based grip equipment manufacturer and rental partner of Fookus Pookus. Comparable as a specialty grip house developing and renting sliders, jibs and rigging products for European film productions.

Emerging players

• Custom Easy: Designer of vibration isolators and motion-control stabilizers (e.g., C35 Vibration Isolator, Raptor XY) available through Fookus Pookus. Comparable as a niche peer in professional camera stabilization accessories.
• Modulus X: Canadian manufacturer of the Modulus-X truss system promoted by Fookus Pookus across Europe. Comparable as an emerging specialist in modular rigging for film and event production.
• Easyrig: Swedish manufacturer of camera support systems (Vario, Stabil, Minimax). Comparable as a European specialist in handheld camera support with overlapping rental customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@fookuspookus/videos
• Facebookfacebook.com/fookuspookusgrip
• LinkedInlinkedin.com/company/fookus-pookus
• Instagraminstagram.com/fookuspookusgrip?igsh=N285MXA2NncxdzM2&utm_source=qr

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&A

Investments

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

Frequently asked questions about Fookus Pookus