Unboxing a product has become a vital component of a product’s release. There’s nothing tech-enthusiasts love more than watching videos of reviewers opening up a product for the very first time. Besides, it fills the gap between the product’s release and when the average Joe can go out and buy it. But this Samsung i900 Omnia unboxing video takes it all to a whole new level.

The production value! The smoke! The fireworks! I mean, this is an unboxing video to end all unboxing videos.

Don’t believe me? Check out the video for yourself below. If only products were really packaged this way! I don’t think I’d ever take the phone out of the package. I’d just keep pressing that red button over and over again. 

[via Engadget]