The box, once emptied of its delicious content, lets you place your smartphone inside, at the ideal distance from an included lens. This lens comes attached to the plastic device that prevents the box from getting crushed in transit. The plastic device itself doubles as the phone stand. So all you have to do is poke the precut hole in the front, fit the lens, prop your phone up inside, and aim at your screen (which could simply be your wall!). There’s a code on the side for customers to scan and unlock viewable content, should there be nothing interesting on their devices.

The Blockbuster Box is the work of Ad agency Ogilvy & Mather Group HK and their Chief Creative Officer Reed Collins, and comes in four styles: “from the horror themed Slice Night, sci-fi spectacle Anchovy Armageddon, bizarrely romantic Hot and Ready, and the thrilling Fully Loaded.” It’s Hong Kong only at the moment, but we suspect this may become popular enough to spread worldwide.

Check out Reed’s Website for more…