Athena helped Cinelease evaluate new growth opportunities, closing their first deal within just six weeks of our partnership. Since 1977, Cinelease Studios (a division of public company HercRentals) has been procuring and equipping locations with lighting and equipment to provide high-quality services to the film and television industry.

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Our Journey With Cinelease

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Gannon from Cinelease posed the following challenge to Athena:

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• Help conveying their vision for the business so they can drive strategic growth for Cinelease and get internal buy-in for the right investments

• Help explaining the economics of the business so that the real estate expense is not merely viewed at a cost line item but one that drives real economic value for the business

• Use the rich data set and market knowledge that we have already acquired to quickly evaluate new opportunities

• Build consensus within Cinelease and obtain funding so that my team and I can drive rapid and profitable growth for the business

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Our Process

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Over a period of about 6 weeks, we iterated through different ways to represent the economics of the business. We collaborated with Gannon and his team to really understand their vision for where they wanted to take the business and reflected that vision into an economic model. 

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How We Helped Cinelease Accelerate Growth Through M&A

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Cinelease can now:

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Make rapid decisions on new investments by tweaking a few inputs and getting a directionally accurate idea of whether the deal works.

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Evaluate a deal in different geographies throughout the U.S. with just a few clicks.

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Analyze how shifts in the macro-environment, the upfront investment into the location, the utilization of facilities, and other business levers impact the P&L and business KPIs.

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Closed the first deal in ~six weeks of working together and are on their way to doing more using the asset we built together.