This is the moment cinema-goers were surprised with free Samsung phones during a screening at Mall of the Emirates.
The unsuspecting audience members were left shocked when mysterious hooded figures walked in just seconds after a glitch interrupted one of the trailers playing before the movie.
They were instructed to reach under their seats and pull out secret envelopes, with two lucky winners taking home new Galaxy S10 smartphones.
But the rest of the crowd were not left disappointed as they were given exclusive gift vouchers as part of Samsung's #GalaxyOfSurprises campaign.
The crew has also popped up in other surprising locations across Dubai including grocery stores and gyms – handing out gifts to unsuspecting passersby.
One of the city's supermarkets was turned into a festival cavalcade with drummers and cheerleaders descending on the aisles.
Samsung also picked up the tab for the lucky winners who were using checkout number 10.
But the surprises didn't end there, with universities and fitness facilities also playing host to spontaneous winners of the Galaxy S10, which has been heralded as the best smartphone on he market.
And in a grand finale, Samsung took over the Dubai Ice Rink at The Dubai Mall – inviting shoppers to take on different activities and challenges for a chance to win one of the devices.
The Galaxy S10 is a next generation smart phone with a next generation cinema-grade smart screen, and it's been designed to give users a seamless experience inside and out.
There's no notch, and no distractions. Just precise laser cutting and a dynamic screen that's easy on the eyes.
And with three models that are as elegant to hold as they are to see, the operating system is designed specially for use with one hand.
So why not try one out for size? You might just surprise yourself.
For more information, go to samsung.com/ae.