Blackmagic URSA is a high-end digital cinema camera designed specifically for the production of feature films, documentaries and news gathering. It is the world’s first camera to allow users to upgrade their own image sensor and lens mount, extending the camera's lifespan as technology evolves. A quarter the cost of comparable products at $6000, it puts an entire suite of professional film production equipment within reach of the independent filmmaker. Defined by insight into the on-set workflow of professional filmmakers, URSA sets new benchmarks for usability and ergonomics in high-end cinema cameras. With a 10" display and three intuitive zones around which a cinematographer, audio engineer and focus assistant can easily work, its versatile architecture is fully integrated with all the tools necessary for high-end productions, requiring no additional investment. With a durable CNC machined aluminium chassis at its core, URSA is a professional tool with an uncompromising aesthetic driven by performance and reliability, inspiring confidence in demanding production environments.