Adorama Rental Company (ARC), an equipment rental house for high-end digital cinematography, welcomed Mike Nichols as Vice President of Sales and Marketing. In this role, Nichols will be responsible for building a five-year strategy with a focus on growth and expansion of the company. He will identify new areas of revenue which look beyond the transactional rental business as well as 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 and we are thrilled to have him lead us into the next exciting chapter for Adorama Rental Company," said Glenn Kornfeld, President of Adorama Rental. "Coming out of the pandemic, ARC will be focusing 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 will be integral in this shift of focus and building ARC into the national rental house we aspire to be."

Nichols comes to Adorama Rental Co. with 13 years of experience managing a successful rental company, AbelCine, and has feature film and television credits spanning 27 years. Prior to managing AbelCine, he worked for Zooma, a boutique commercial production company co-founded by Director Sam Raimi and Executive Producer Joseph Mantegna.

"Adorama is a well-respected company with a long-standing history in NYC and 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."

Nichols holds a Bachelor of Arts in Film Production from Brooklyn College.

Adorama Rental Co. offers a full-service rental experience with technical support across a deep catalogue of imaging technology that includes the latest cinema cameras and lenses, grip & electric, lighting, audio, monitors and more.