Hertz buys $8m entertainment rental company

Hertz Equipment Rental Corp (HERC) has acquired Californian entertainment rental company 1st Call Studio Equipment from RoadSafe Traffic Systems.

1st Call had revenues of US$8 million last year and was acquired for an undisclosed sum. The business, which has branches in Hollywood and Louisiana, will be integrated within Hertz's Entertainment Services division.

"Hertz is actively seeking growth opportunities for our Entertainment Services business which provides one-stop equipment and car rental solutions for media production companies," said Hertz chairman and chief executive officer, Mark Frissora.

"With the 1st Call acquisition, Hertz's initial foray into the Southern California entertainment industry, we both expand our footprint in the entertainment business, and generate a significant revenue growth opportunity for the Company."

1st Call was founded in 1999 and rents aerial platforms, forklifts, lighting towers and other equipment to production companies working on feature films, TV shows, commercials and music videos. It is a preferred supplier to most of the major studios and stage facilities, including Universal Studios, Raleigh Studios, Playa Vista Studios, and Santa Clarita Studios."

Gerry Plescia, president of HERC, said; "The global entertainment and media industry is an estimated $1.8 trillion business. The integration of 1st Call into Hertz Entertainment Services provides the company with a dedicated presence in Hollywood while expanding our reach to new geographical regions including Albuquerque and Louisiana."