TL;DR
A product launch video in New York costs $30,000–$200,000 in 2026, depending on deliverable scope, union crew status, and whether you are producing a single hero film or a full campaign package. A non-union hero film for a B2B SaaS product (1.5–2.5 days, 5-person crew, full post) runs $30,000–$60,000. A full launch campaign — hero film, teaser, social mix, and paid-ad versions — sits at $65,000–$140,000 non-union, and reaches $120,000–$200,000 when SAG-AFTRA talent and IATSE union crew are involved. Manhattan permit costs, SoHo and DUMBO studio rates, and the city's union landscape are cost factors with no equivalent in London or Berlin. Here is how the numbers break down across B2B SaaS, DTC consumer, and enterprise hardware launches, and what a realistic 7-week New York production process looks like.
What a New York product launch package includes
The deliverable structure for a New York product launch video mirrors the London model — hero film, teaser, social mix — but the cost architecture differs substantially due to union considerations, permitting, and the city's logistics complexity. Before budgeting, define whether your production is union or non-union: this decision shapes every other number in the quote.
Hero film
2–3 minutes for B2B SaaS and enterprise; 60–90 seconds for consumer DTC; 90 seconds to 2.5 minutes for hardware. The cornerstone asset for homepage, product page, LinkedIn, YouTube, and investor communications. Budget non-union in New York: $28,000–$55,000 for a hero-only film. Union: $55,000–$95,000.
Teaser
20–40 seconds of pre-launch anticipation content. Cut from hero footage at $2,000–$5,000 additional editorial time. Separate teaser shoot (half-day, targeted footage only): $5,000–$12,000. The teaser drives email capture for "watch first" campaigns in the 2–4 weeks before full release.
Social and paid-ad mix
3–6 cuts in 9:16 (Instagram/TikTok), 1:1 (LinkedIn/Meta), and 16:9 cutdown formats. Each cut costs $800–$2,500 in New York editorial time when pulled from existing footage. Captions, platform-specific audio hooks, and subtitle burns add $500–$1,100 per cut. Plan social ratios from the shot list — retrospective reformatting from a horizontal hero edit produces weaker assets and costs more.
2026 New York pricing by deliverable set
| Package | Non-union | Union (SAG/IATSE) | Shoot days | Deliverables |
|---|---|---|---|---|
| Hero only | $30K–$60K | $55K–$95K | 1.5–2 | 1 hero film 2–3 min |
| Hero + teaser | $38K–$75K | $70K–$120K | 2–3 | Hero + 30 sec teaser |
| Full launch package | $65K–$120K | $110K–$170K | 3–4 | Hero + teaser + 4 social cuts |
| Campaign set | $100K–$160K | $150K–$200K+ | 4–6 | All above + paid ad versions + broadcast cuts |
All figures include full post-production, sound design, and library music licence. Bespoke music composition adds $4,000–$18,000. Broadcast rights (TV, streaming pre-roll, OOH) add 30–60% to base figures. Motion control for hardware product shots adds $3,000–$6,000 per day. New York studio hire (SoHo, DUMBO, Long Island City) runs $1,200–$4,500 per day.
Union crew realities: SAG-AFTRA and IATSE
New York's union landscape is the single most misunderstood cost factor for international brands commissioning their first US production. Union status affects both on-screen talent (SAG-AFTRA) and below-the-line crew (IATSE). Understanding the rules before you brief saves significant budget waste.
SAG-AFTRA (Screen Actors Guild - American Federation of Television and Radio Artists)
SAG-AFTRA governs professional on-screen talent. If any talent in your production is a SAG member, the entire production becomes a SAG production — known as a "SAG signatory" project. Key implications:
- Day rates are union-regulated. In 2026, the SAG scale rate for a principal performer on a commercial is $1,056 per day (principal) or $392 per day (background/extra). These are minimums — talent agents negotiate above scale for featured roles.
- Session fees, residuals, and talent buyout are structured separately. A performer appearing in a launch film used perpetually across paid social, TV, and web carries a usage buyout that can equal or exceed the session fee.
- Payroll processing must go through a SAG-approved payroll company. This adds 15–22% in employer taxes, pension contributions, and health fund payments on top of talent day rates.
IATSE (International Alliance of Theatrical Stage Employees)
IATSE covers below-the-line crew — camera operators, gaffers, grips, sound recordists, art directors. Not all commercial and corporate productions in New York are IATSE shoots, but productions attached to studio space or network facilities often trigger union requirements. An IATSE crew on a commercial production in New York adds 30–50% to crew costs compared to equivalent non-union day rates, primarily through minimum crew size requirements, overtime structures, and turnaround rules.
Practical guidance: for most corporate product launch videos under $150,000, a carefully vetted non-union crew is the appropriate choice. Union productions are standard for broadcast TV commercials, network-destined content, and productions where talent is sourced through major talent agencies. Confirm your obligations with a New York production lawyer before signing any talent agreements.
Manhattan permit costs and logistics
Filming in New York City without a permit on public property is technically illegal, and enforcement is active. The Mayor's Office of Media and Entertainment (MOME) issues permits for public filming. Key cost and logistics points:
- MOME permit fee: $300 for a basic location permit application. Additional fees for specific public spaces and City-owned locations.
- Police escort requirement: Productions with significant equipment and crew (more than 5 people in public spaces) typically require an on-set NYPD officer. Cost: $200–$450 per officer per day, mandatory for many Manhattan locations.
- Location scouting and permit lead time: 3–6 weeks minimum for standard Manhattan locations. Iconic spots — Times Square, Brooklyn Bridge, Central Park — require significantly more lead time and additional fees. The Brooklyn Bridge permit process alone can take 8–12 weeks.
- Private location fees: Manhattan loft spaces, rooftops, and commercial locations charge $2,000–$8,000 per day for a photogenic location. Penthouse or iconic Manhattan skyline shoots start at $5,000 per day. SoHo commercial loft conversions (a standard location for DTC product launches) run $2,500–$5,500 per day.
- Parking and production vehicles: Parking production vehicles in Manhattan is genuinely difficult. Production vehicle parking typically requires a separate permit ($100–$300 per vehicle) and a location manager with Manhattan experience to manage logistics. Add $500–£1,500 per shoot day for parking and logistics coordination.
SoHo, DUMBO, and Long Island City studio rates
New York has three major studio production zones for commercial and corporate video. Each has a different character and price point:
SoHo (Manhattan)
Premium. Studios run $2,500–$5,500 per day. Access to Manhattan locations within walking or short drive distance. Casting and agency proximity. Ideal for fashion, luxury consumer, and premium brand launches. The premium reflects location and the cost of operating commercial space in lower Manhattan.
DUMBO (Brooklyn)
Mid-market. Studios run $1,500–$3,500 per day. Strong architecture and creative production heritage. Proximity to Brooklyn Bridge location (permit lead time as above). Popular with tech, DTC, and creative brand launches that want a Brooklyn aesthetic without the DUMBO location cliché. 20–35 minutes from Manhattan by production vehicle.
Long Island City (Queens)
Best value. Studios run $1,200–$2,800 per day. Larger stage sizes than most Manhattan and Brooklyn alternatives. 15 minutes from midtown Manhattan by production vehicle. Common for hardware shoots requiring large stage setups, motion control rigs, and extended set build time. Less location-specific aesthetic value but excellent practical production infrastructure.
Cost by sector in New York
B2B SaaS ($30K–$70K non-union)
Similar concept challenge as London SaaS launches: show the problem, not the UI. New York's concentration of fintech, adtech, and enterprise SaaS brands creates a sophisticated client base with experience in commissioning these films. Budget difference versus London: New York crew rates run 20–35% above London equivalents, and studio costs are 30–50% higher. A $45,000 SaaS launch film in New York is comparable to a £28,000–£32,000 London production in terms of delivered quality.
DTC consumer ($38K–$85K non-union)
New York's density of diverse casting, editorial prop houses, and photogenic locations makes it a strong choice for DTC launches targeting US and global audiences. The Brooklyn aesthetic — DUMBO warehouses, Williamsburg loft spaces, Prospect Park naturalism — provides a distinct visual language with broad consumer appeal. A mid-range DTC launch at $55,000 non-union in New York would allocate roughly: $20,000 crew and locations (2 shoot days), $7,000 casting and talent buyout, $18,000 post-production, $6,000 social cutdowns, and $4,000 music, captions, and contingency.
Enterprise hardware ($60K–$140K non-union)
Hardware shoots in New York benefit from proximity to product design studios, industrial prop houses, and motion control specialists (Bolt robot arm, Flair slider) with established New York credits. Table-top product rigs cost $3,500–$6,000 per day for top-tier equipment. Prototype management for pre-release hardware requires an NDA-covered pre-production process identical to London — but with the addition of a US IP attorney review for any offshore client unfamiliar with American trade secrets law.
Frequently Asked Questions
What does a product launch video cost in New York in 2026?
Non-union hero-only film: $30,000–$60,000. Full launch package (hero + teaser + social cuts) non-union: $65,000–$120,000. Union production equivalents add 30–50%. Campaign sets for broadcast-destined or major retail launches reach $150,000–$200,000+ union.
Do I have to use union crew in New York?
No, unless your production is attached to a union signatory studio, you are producing broadcast TV content, or your talent is sourced through a major talent agency with union talent requirements. Most corporate and DTC product launch videos in New York are produced non-union. Verify with a New York entertainment attorney before signing any talent agreements.
How do Manhattan permit costs compare to London?
London's filming permit costs (via borough councils and TfL Film Office) are broadly comparable on a like-for-like basis, though London's NYPD-equivalent police presence requirement is less routinely enforced for smaller productions. Manhattan's private location fees are significantly higher than Central London equivalents — a Manhattan rooftop or loft location runs $3,000–$8,000 per day where a comparable London location costs £1,500–£4,000.
Is it cheaper to fly a UK crew to New York or hire locally?
For productions over 1.5 shoot days, hire locally in New York and bring your director only. A full UK crew flight plus accommodation costs $8,000–$15,000 before they arrive on set. New York non-union crew day rates are 20–35% above London but lower than the cost of flying and housing London crew in Manhattan. Bring the director for creative continuity; hire the rest locally.
What is the best New York studio for a product launch video?
DUMBO for mid-market consumer and tech launches (character, access, value). Long Island City for hardware, motion control, or large-set productions (stage size, rates). SoHo for premium fashion or luxury consumer launches where Manhattan adjacency and the studio's own aesthetic are part of the value proposition.
How do usage rights work differently in the US versus the UK?
The structural logic is similar — web, paid social, broadcast, in perpetuity — but US usage agreements are more formally litigated. Talent buyout agreements under SAG or non-union talent contracts specify channel, territory, and duration explicitly. For any talent appearing on camera in a US production, use a US entertainment lawyer to review or draft the usage agreement. Retroactive rights clearance in the US is significantly more expensive than in the UK.
Can a UK production company manage a New York product launch shoot?
Yes, with a local line producer or production manager who has New York production experience. The director can be UK-based; the on-the-ground logistics must be managed by someone with MOME permit experience, relationships with New York crew agents, and knowledge of the city's location landscape. MKTRL manages New York shoots through our network of vetted US line producers.