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[1309.88 --> 1311.38] This is from
[1311.38 --> 1312.78] NAB 2014
[1312.78 --> 1313.82] and it is the
[1313.82 --> 1315.16] Blackmagic URSA
[1315.16 --> 1317.86] Upgradable 4K Digital Film Camera.
[1317.94 --> 1318.12] Now,
[1318.50 --> 1319.80] you guys might ask yourselves,
[1319.94 --> 1320.70] for those of you
[1320.70 --> 1322.04] who aren't that familiar
[1322.04 --> 1322.60] with,
[1322.68 --> 1322.92] you know,
[1323.02 --> 1323.66] film equipment,
[1324.06 --> 1325.52] why do we still call it
[1325.52 --> 1326.58] a film camera?
[1326.70 --> 1326.84] Like,
[1326.88 --> 1328.36] what does that actually mean?
[1328.74 --> 1329.86] That means that
[1329.86 --> 1331.18] they are trying to achieve
[1331.18 --> 1333.00] a more film-like look
[1333.00 --> 1333.48] which
[1333.48 --> 1335.22] many content creators
[1335.22 --> 1336.08] still agree
[1336.08 --> 1336.90] is better
[1336.90 --> 1337.82] than that
[1337.82 --> 1338.46] digital
[1338.46 --> 1339.72] camcorder feel
[1339.72 --> 1340.26] that you get
[1340.26 --> 1340.82] with a lot of
[1340.82 --> 1341.62] digital solutions.
[1341.84 --> 1342.00] So,
[1342.34 --> 1343.22] products like the
[1343.22 --> 1344.06] Arri Alexa,
[1344.38 --> 1345.00] which actually
[1345.00 --> 1345.92] isn't even
[1345.92 --> 1347.18] a 4K camera,
[1347.98 --> 1348.58] so I'm going to let
[1348.58 --> 1349.10] that sink in,
[1349.20 --> 1350.02] but gets used
[1350.02 --> 1351.66] for video production,
[1351.86 --> 1353.00] for feature films.
[1353.10 --> 1353.76] It's not even
[1353.76 --> 1355.18] a 4K digital camera.
[1355.64 --> 1356.64] What they've achieved
[1356.64 --> 1357.12] with that
[1357.12 --> 1358.66] is a film look
[1358.66 --> 1359.58] and a color
[1359.58 --> 1360.34] and,
[1360.34 --> 1360.68] and,
[1360.74 --> 1361.66] and a feel
[1361.66 --> 1362.24] to it
[1362.24 --> 1363.40] that is closer
[1363.40 --> 1364.06] to film
[1364.06 --> 1364.74] while
[1364.74 --> 1366.72] avoiding the pitfalls
[1366.72 --> 1367.20] of film
[1367.20 --> 1368.18] which are mostly
[1368.18 --> 1369.04] that it's cumbersome
[1369.04 --> 1369.60] to work with
[1369.60 --> 1370.14] and that it is
[1370.14 --> 1371.96] extremely expensive.
[1372.10 --> 1372.70] That's number one.
[1373.08 --> 1373.34] So,
[1373.46 --> 1374.44] what Blackmagic's
[1374.44 --> 1375.24] trying to do here
[1375.24 --> 1376.08] is create
[1376.08 --> 1377.64] a 4K camera
[1377.64 --> 1378.68] that is kind of
[1378.68 --> 1379.64] ENG size.
[1379.72 --> 1379.82] So,
[1379.88 --> 1379.96] like,
[1379.98 --> 1380.56] you know those ones
[1380.56 --> 1381.74] for like newscaster,
[1381.88 --> 1382.40] news crews
[1382.40 --> 1383.26] that they carry around
[1383.26 --> 1383.66] on the,
[1383.66 --> 1384.42] on the shoulder mount.
[1384.48 --> 1384.56] So,
[1384.60 --> 1384.90] it's about
[1384.90 --> 1385.84] ENG size
[1385.84 --> 1386.74] and
[1386.74 --> 1388.42] not just
[1388.42 --> 1389.14] big
[1389.14 --> 1389.82] but also
[1389.82 --> 1391.14] incredibly feature rich.
[1391.22 --> 1391.32] So,
[1391.36 --> 1392.16] they are allowing
[1392.16 --> 1393.06] upgradable
[1393.06 --> 1394.02] sensors,
[1394.78 --> 1395.46] upgradable
[1395.46 --> 1396.44] lens mounts.
[1396.44 --> 1398.82] It has a 10 inch display
[1398.82 --> 1400.20] built into one side of it.
[1400.32 --> 1401.94] It has two additional displays.
[1402.44 --> 1402.66] So,
[1402.84 --> 1403.74] aside from being used
[1403.74 --> 1404.58] for ENG use,
[1404.62 --> 1405.26] it could be used
[1405.26 --> 1406.56] on like a,
[1406.56 --> 1407.30] a multi,
[1407.78 --> 1407.98] you know,