Direct Digital

I had the opportunity to go on a class visit to Direct Digital in Southbank. One of the best-known photography distribution centres. With sites in London, Manchester, Paris and Cape town. Direct digital is owned by Panavision.

Direct digital provides a wide range of services and equipment for customers to hire. Just below I have included screenshots from the direct digital website.

When hiring equipment customers need to consider the cost of delivery both ways and should be aware that the prices do not include insurance (15%) or VAT (20%).

We were given a tour around the centre which was very large by Steve Mushler.

First were taken to the studio used for photography and Film which according to their website a “2000sq ft of clear uninterrupted space with a 21’ wide x 12’ deep x 17' high white-painted infinity cove.” https://www.direct-digital.com/en

I was surprised to find out every time used in needs to be repainted. Just behind the studio is a Large hair and makeup room, toilet, shower for the models to prepare for their shoots. There is also a kitchen area.

When we arrived Steve Mushler gave us a presentation and tour. Steven@direct-digital.com. There are a range of backdrops to choose from leading towards the hair and makeup room. Following this the camera test room where all the equipment gets reset. The bored in the photo below is to test the lenses. The room is usually painted grey or black.

Direct digital has their own delivery fleet to ensure customers receive all equipment on time. Every single piece of equipment is scanned and check before getting sent out in the room in the photos below. It’s all very well managed.

The next room is where most of the equipment is kept. It’s very well organised every shelf/draw has labels on them. The have equipment from all different brands and in all different price ranges from hundreds to over £15,000 for one piece of equipment. The man who led the tour told us the when equipment gets very old, they often sell it but they can keep equipment for many years depending on the item and that its looked after properly.

Below on the left is a photo is a Colour LED lap. Used for pop music videos most of the time. And is lent out for roughly £280 a day or can cost around £5000 a set to buy. In the middle are “Par cans” look like theatre lights normally really high up so they’re not in shot. We were shown “Swan necks” used to hang light from the ceiling. We were also shown poly forks which are used to staple the poly boards up with.

The photo on the left is of a flag which is used to stop flair. If on a lower budget there can actually be made of materials such as cardboard. The middle photo is a stratto stand which an M90 HMI can be put on. On the right is an HMI light which is brilliant for moving image and can also be used for stills. The distribution centre will send out with 2 bulbs with it in case one blows. It can actually last 5000-20000 hours before they blow. They last a lot longer if you know how to treat them. Can be used 60 herds - 1000 Herts. If use 1000 they blow a lot quicker than if use turn it on at 60. Below is a photo of a long John Silver.

There was a section for filters and there were some charts on the wall. When asked for more information on have things work in terms of filters, I was told that companies charge filters by the roll or meter. One you buy it it’s yours and you don’t give I back. And that there are apps you can use to get the XY coordinates if a gel.

All photos above taken by me at the visit.