Timing is everything. And in the case of Red Digital Cinema, the timing is obvious. On the same day that Canon decided to lift the covers on the Canon EOS C300, the California-based company has decided to unveil the Scarlet-X.

The Scarlet-X is capable of shooting 5K Redcode raw (5120x2700) stills at 12fps, or grabbing video at 25fps in 4K (4096x2160) mode. The sensor is a 14-megapixel Mysterium-X one and the camera has a dynamic range of 13.5 stops, or up to 18 stops with HDRx.

The camera comes with a Canon EF or PL mount and there's an interchangeable lens mount system in place for quick swapping. Panavision, Anamorphic, and Nikon lenses will also play nicely with the setup.

"The future is dependent on those who push… not those who react," said Jim Jannard, founder of Red Digital Cinema. Ooh, mysterious - we like it.

Available now, the Scarlet-X costs from $9,750. Not cheap, but then again, Red is the brand of choice of Bruce Weber, Greg Williams and Inez + Vinoodh. Exactly.