On the business of Photography
- August 26th, 2010
- By Michael
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Or rather the tired and old “Film vs. Digital” cost thing.
Last week I was asked to put in a proposal for film photoshoot. This was supposed to be a whole day affair with up to 15 models doing “lifestyle” shoots for a product. Groovy.
My initial proposal came in at $2510 plus HST.
The breakdown was as follows:
Basic Shoot cost (up to 8 hours): $700
Film (20 rolls total including processing): $400
Scanning ($0.50/frame): $360
Post Production (estimate 90mins per roll at $35/h): $1050
Today then I was told that the shoot was delayed and that my pricing was “too expensive” and that the budget is $500 (something I didn’t know initially, if I had I wouldn’t even have bothered) and as much as they like my film shooting style, they will have to go with someone who does digital (as it was implied, this HAD to be cheaper, no film, you know) and also can bring a whole pile of lightening equipment.
Wow. I am not sure if I should shake my head or feel insulted.
Let’s look at this from a business perspective. My total time commitment on this shoot would have been at least 38 hours, that is the 8 hours for shooting and the 30 hours for post processing, not counting me going to the location, the cost of equipment etc. You get the idea.
The cost for equipment isn’t any lower shooting digital, if anything because digital equipment is expected to be replaced every two to three years the cost for equipment has to be recovered much quicker, say, within a year. On a $3500 digital camera (with an okay lens) that means for those $500 shoots you need to do an awful lot, and there aren’t any time savings, I already calculated less than 3 minutes per frame in post and considering the shooting environment and the ideas that were presented to me this could be underestimated.
Add to this that the expectation is that whoever will do this gig for $500 will bring along a whole whack of light equipment which is not cheap and will also take a long time to set up. Meaning: most likely much more than eight hours on location(s) (yes, that’s a plural S, the idea was to shoot at several different locations, which also means all the equipment needs to be broken down and transported to a new location, then set up again).
So, whoever will be doing this for $500 will, at the end of the day, have earned nothing beyond a warm and fuzzy feeling. S/He may have paid of a bit of the equipment, but there will be zero profit, zero eating too.
The funny thing is, the guy who asked for the quote produces an actual, physical product. He would not just hand it out to people on the street for free, he wants to make some money. So he calculates his cost, then adds a percentage on top and then sells it for that price. Meanwhile, he expects the photographer to work for some charity money.
This is why I think photography as a line of business is dead, as digital downloads have destroyed (or at least badly injured) the music distribution industry, so has the idea that “digital is cheaper” and “everybody has a camera”. I have heard this a few times before where people put in proposals for wedding shoots only to be told that it was too expensive and that Uncle Herb has a Digital Camera and he’s not that bad, so he’ll do it instead.
If you look at my above list I do have $750 in direct film related cost (film + scanning), but the reality is that if I would shoot digital I would have worked this in via “equipment rental”, because those HDDs, Memory Cards and new digital bodies every few years aren’t free either. It IS a business and if I do it, I do it to make money, not to get a warm and fuzzy feeling about being allowed to work for someone for nothing.
Am I miffed at being not hired? Not really, it isn’t my line of business per-se. I make money somewhere else at a much higher hourly rate, but I am somewhat surprised (okay, not really) that a business person who should know about cost and profit margins, thinks that for $500 someone could do this shoot for him and make money off of it.
Obviously there are always people out there who will try to get something for nothing, but I have the feeling that this is more the rule than the exception these days when it comes to photography, unfortunately.
