As the value of the loonie plummets against the American dollar, spending by Canada’s biggest production equipment rental suppliers is steadily going up.

William F. White International on Tuesday reported it will invest another $15 million over the coming year to bring new technologies and products to market.

That expenditure includes Whites backing the proposed Calgary Film Centre, and opening a new rental supply location in Sudbury, ON, a move mirrored by rival Sim Digital in Parry Sound, Ontario.

Both new facilities aims to service increasing film and TV production in northern Ontario.

Whites has also invested in new LED lighting technologies, including those from Arriflex and Kino Flo, a new custom-made camera car for movie camera chases and other action scenes, and has expanded its product and service lines for Whites LES and Whites Telescopic Camera Cranes.

Anticipating continuing strong Canadian film and TV production levels, and a strong presence by Hollywood studios and indie producers after the Canadian dollar’s devaluation, rental houses are upgrading their array of production and post-production gear to differentiate themselves from competitors.

The aim is to offer technologies you can’t find from rivals.

To show off their new wares, Sim Digital is holding its annual exhibition of production and post production rental gear on Jan. 29 in Toronto.

Whites will hold its February Freeze showcase on Feb. 3.