GoPro has released an epic 7 minute long video to mark the launch of its next-gen Mission 1 and Mission 1 Pro action cameras, and to further tease the interchangeable lens model that’s due out later this year. As you’d probably expect, it contains a lot of footage shot on the cameras, but it also has some behind the scenes shots that reveal exactly who its interchangeable lens camera is aimed at.

A quick refresher: the Mission 1 series cameras are built around a 50MP Type-1 (128mm²) sensor, and can shoot at 4K/120 open gate, and up to 960fps in FullHD. The Pro models can also shoot 8K open gate, while the standard Mission 1 is limited to 16:9 8K. While the Mission 1 and Mission 1 Pro have the integrated wide-angle lens we’d expect from an action camera, the Mission 1 Pro ILS instead has a Micro Four Thirds mount.

Back to the video. A lot of it is what you’d expect from GoPro: lots of slow-motion, people doing things that most of us would break our necks attempting, etc. And while the standard action cams are shown being used in a variety of ways, most of the Mission 1 Pro ILS’ screen time is in a rig. Someone’s either using it with a top handle an external monitor, flying it on a crane or wire, or holding it with a follow-focus.

There are a few fleeting shots of people using it as just a handheld camera with no accessories, but the message is pretty clear: the ILS is a camera mainly for professionals, and is designed to work on productions with a crew. It’s not an action or vlogging camera, it’s an inexpensive cinema tool that you can put anywhere to get decent-looking slow-mo, without being tied to the typical ultra-wide look that’s been a staple of the company’s previous products.

This is one of the few shots in the video where we see the Mission 1 Pro ILS being used without a ton of accessories, but it’s still in the hands of a professional who seems to be shooting a commercial. Image: GoPro

Of course, it’s not like companies never use pro-looking setups to market cameras to consumers. Apple famously shoots its events using iPhones (and thousands of dollars of accessories, grip and lighting equipment), and uses the fact that some directors shoot movies and TV with them in its marketing. But I don’t think that’s what’s happening here, at least for the ILS.

For one, we’ve seen no indication that it’ll include any sort of autofocus capability – the cameras in the video clearly don’t have any pins for lens communication – which would exclude most of the audience looking to use it as a pocket cam. If that’s the case, anyone seriously using it will also probably need to rig it out with at least an external monitor; try pulling focus using the built-in 2.59″ display.

It was also launched at the NAB Show, an event put on by the National Association of Broadcasters that mainly focuses on pro video gear. GoPro’s website also specifically calls out that the ILS is designed to provide “versatility for professionals.”

It’s exciting to see GoPro taking the cinema market really seriously

As a photography enthusiast, it’s a bit of a disappointing message to receive. My last bits of hope about this being a workable tiny ILC for photography are pretty much dashed, though I’m sure there will still be people who will try using it for that purpose.

But as something of a videographer myself, it’s exciting to see GoPro taking the cinema market really seriously. Sure, shots from its action cams have shown up in lots of movies already, but it seems like the Mission 1 Pro ILS will be much more capable for a wider variety of shots, rather than being relegated to the crash cam that captures a crucial half second of footage before being written off on the insurance.

The Mission 1 Pro ILS is due out in Q3 this year, so there’s still a while to wait and see whether GoPro’s bid to court professional videographers will be successful. If it is, the company may have just found a way to stay competitive in a market with an increasing number of very good options.

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