Adorama Rental Company (ARC), an equipment rental house for high-end digital cinematography, has brought Mike Nichols aboard as VP of sales and marketing. 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.

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

Glenn Kornfeld, president of Adorama Rental Company, said, “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 shared, “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.”