Time for some straight talk. No one uses the A7s III for photos. And by "no one", I mean 99% of users. There are probably some photographers who love the high ISO performance, but we all know that the primary use of that body is for video.

So we always wondered why Sony made the choices they did and didn't optimize that body for cinema use. Well, I think we have our answer. This new FX3 body is the true cinema version of the A7s III body.

To be clear: the technical specs between the two cameras are nearly identical. But the improvements come in the form of body design and usability.

As a quick spec review, you can expect 240 fps in Full HD and 4K UHD at 120 fps. You will still get ISO that goes to an eye-watering 409600. You still get 10-bit 4:2:2 internal recording, 16-bit RAW output via HDMI, 5-axis sensor shift image stabilization, and a highly optimized fast hybrid AF with eye and subject tracking.

However, there are some specs that have clearly improved. The first is the addition of the S-Cinetone gamma curve, which plays nicely with the FX6 and FX9 (as well as the new Alpha 1). The next is the addition of 4 channel 24-bit audio.

But the real improvements are all body-based. Sony wanted to remove the need for a cage, so the more industrial look of this body adds 4 more 1/4-20 mounts on the sides and top (in addition to the traditional tripod mount on the bottom). This camera also comes with a top handle that mounts where the LCD would be on the Alpha bodies. Not only does the handle give you a better way to hold the camera, it also adds 2 XLR inputs and an extra headphone jack.

The final design improvement needs a paragraph of its own; it's that good. Sony inserted a zoom rocker switch around the record button, just above where your right index finger rests on the grip. This is so incredibly useful when you have a power zoom lens mounted. No more fumbling with the switch on the lens.

Two final improvements to highlight, then we'll stop fawning. The first is an active cooling fan that allows you to shoot for an unlimited time up to 4K60. No heat issues! The second is that even though it uses the same NP-FZ100 battery as most of the Alpha series bodies, Sony was able to eke more performance out of this body (probably by deleting the viewfinder), so you can expect up to about 1.6x the battery life.

You really need to rent this camera to understand just how good it is. Stop by and check it out. We think you'll be as impressed as we are.

Included with your rental:

• Sony FX3 full-frame cinema camera body
• XLR handle unit
• Sony NP-FZ100 battery
• Sony BC-QZ1 battery charger with power cord
• Sony body cap

User manual (online)