Some people opt to wait until a movie is released on DVDs for the simple fact of preferring the comfort of their home over the regular theater seats; enter IKEA's Movie in Bed event. The Swedish furniture retailer converted one of the screening rooms at a Kinostar De Lux Multiplex in the Moscow suburb of Khimki, replacing said chairs with big beds, warm table lamps and more.
Boasting 17 double beds in total, the IKEA Movie in Bed event is a clever and creative publicity stunt that really hits home, literally. The cinema room itself has been renamed 'It wakes love,' and allows people to really get cozy to enjoy whatever films are set to play.
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