One of the main objections to video shot on DSLRs is that it's instantly encoded using a lossy codec, and as a consequence much latitude in color correction is lost. Canon might be taking that particular bull by the horns, though, with this new collaboration with Technicolor.
It's an acknowledged weakness in DSLR workflows, so it makes sense to get some high-level color help from perhaps the most recognized name in color. Technicolor is lending their name and expertise to a new setting called CineStyle, which through mechanisms unknown, retains more information for colorists and cinematographers to adjust.
It'll be shown off at NAB in a few days — perhaps more details will emerge then as to which cameras will be getting the new setting.