Canon's 5-yearly expo is coming to a conclusion over in New York City, with one of the highlights of the show undoubtedly being the 4K concept camera.
The multi-purpose, lightweight cam is capable is shooting video in the 4K resolution - that's approximately four times what you're getting with 1080p.
Videos are also shot in excess of 60fps due to the 2/3-inch, 8-megapixel CMOS sensor.
The bad news is that the camera isn't scheduled for a public release at any time - but it does at least show what the future may hold, especially in terms of digital cinema.
As well as the 4K cam, Canon is also using the expo to show off some more ultra-futuristic kit, such as the 8K high-resolution liquid crystal display units and, what it considers to be, the world's largest CMOS image sensor - with a chip size measuring in at 202 x 205mm.
"Canon is leading the DSLR HD video revolution with our popular EOS cameras and we continue to bring innovative and industry - leading professional HD camcorders to market, helping filmmakers and cinematographers create amazing videos that are changing the nature of video from Hollywood to independent films and film school campuses across the country", said Joe Adachi, president and chief executive officer, Canon U.S.A., Inc.
And who are we to argue with him eh?