In the battle for smartphone supremacy, it seems no publicity stunt is too large or too strange.

Samsung unveiled its latest device — the S4, whose features include a screen you can direct with your eyes —  with a Broadway show.

The S4 is Samsung's answer to the Blackberry 10, and the iPhone5, and the Motorola Droid, and the Nexus 4 and a slew of other smartphone releases in the last year alone.

The CBC's Jeff Semple takes a look at the smartphone wars, and whether the gimmicks are connecting with customers.

With files from the CBC's Jeff Semple