Samsung may have a cult situation on its hands.

At the close of Samsung's Galaxy Unpacked event held Wednesday in New York City, the tech giant had its employees stand up, smartphones raised to the sky, and march out of the auditorium.

It was, in a word, odd.

Image: samsung

A powerful statement, I guess, if you're moved by tech employees rising up to shill smartphones.

Image: SAMSUNG

Image: SAMSUNG

And suddenly people at the end of every aisle stood up holding a Samsung Galaxy S8. #Unpacked2017 pic.twitter.com/H5WposM2z0 — Lance Ulanoff (@LanceUlanoff) March 29, 2017