Instead, the electronics giant is allowing New Zealanders to queue online, with over 2,000 Kiwis already joining the line.
And unlike most queues, this one doesn’t involve any standing around, meaning you can get to the front from the comfort of your own home.
People join the line through their social networks on either Twitter of Facebook, where progress towards the front of the line is made when people in your network interact with shared content from the competition website.
Essentially, the more likes and comments you get, the more you move.
"The Galaxy S4 is stacked full of new technology so it’s only right we launch it with something new and innovative and that’s exactly what the online line is," says Mike Cornwall, marketing director, Samsung New Zealand.
"It’s a fun campaign and the integration between social media and its real-time representation on a big screen has never been done before in New Zealand."
While you manage your place in the line online, there’s also a tangible, real time presence on display in Aotea Square, in the form of a 50 x 3.2 metre LED billboard.
Samsung says the screen will broadcast to passers-by what’s happening in the virtual line and spectators can view progress of participants as they work their way towards the front.
The first three people in the line win a Galaxy S4 and VIP weekend in Auckland. Altogether 623 people in line will win a prize – ranging from $50, $250 and $500 vouchers.
The line closes at midday on Friday 26 April.
Will you be joining the online queue? Tell us your thoughts below