As the foldable smartphone race heats up, Samsung is shifting the pitch from hardware specs to what happens once the phone unfolds. The company has partnered with Prime Video and actor Vijay Varma for a new campaign spotlighting the Galaxy Z Fold8’s larger screen as a more immersive way to stream content.
Titled “Where Stories Meet Immersiveness,” the campaign follows Varma on a busy film set, unfolding his Fold8 between shoots and during travel to watch titles like Farzi, The Family Man, and Project Hail Mary. The idea leans on a familiar habit: using short breaks in the day to catch up on content, positioning the Fold8 as a portable entertainment screen that still fits in a pocket.
Samsung has built the Fold8 around this use case, featuring a wider 4:3 internal display designed for watching movies and shows, while retaining a smartphone’s everyday portability. For Prime Video, the tie-up offers a device-led entry point for its catalogue; for Samsung, it’s a way to showcase display quality through content people already love, rather than specs alone.
The timing matters. Samsung’s Fold8 series recorded 1.44 million pre-orders in South Korea between July 28 and August 3, its highest ever for a Galaxy series. Meanwhile, Google is set to unveil its Pixel 11 Pro Fold, and Apple is widely rumoured to be entering the foldable space too.
As competition builds beyond hardware, Samsung’s early move is clear: win consumers not just on the fold, but on what they’ll actually do with it once it’s open.
