Picture Car Glossary
exclusivity clause in a picture car rental
What is an exclusivity clause in a picture car rental?
Updated June 2026 · Revolution Picture Cars
Also called exclusivity.
An exclusivity clause in a picture car rental agreement prevents the car owner from renting the vehicle to any competing production, brand, or content creator during a specified period.
Exclusivity is most commonly requested for hero vehicles in major productions or for vehicles appearing in brand-sensitive advertising campaigns. Productions pay a premium for exclusivity rights, and the clause's duration, geographic scope, and competing content definition must be clearly negotiated and documented before signing.
Example
A brand campaign locks a distinctive car out of competing productions for six months after delivery. The owner is paid for the exclusivity as well as the shoot days, because the restriction costs them other work.
Figures are illustrative, chosen to show the mechanics rather than to quote market rates.
Where you'll see it
Negotiated into the rental agreement, most often on commercials and branded content.
Common mistake
Agreeing exclusivity without pricing it. Taking a car off the market for months has a real cost to the owner, and it belongs in the fee rather than in goodwill.
Related questions
- What does an exclusivity clause do?
- It prevents the owner renting the vehicle to competing productions, brands, or content for a defined period after the shoot.
- When is exclusivity used?
- Most often on commercials and branded content, where a distinctive vehicle appearing in a competitor's spot would undermine the campaign.
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