# Comfort-Focused Cinemas IKEA's Movie in Bed Event Replaced the Traditional Seats with Big Beds By Meghan Young | Published 2014-12-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/movie-in-bed References: [designyoutrust](http://designyoutrust.com/2014/12/ikeas-movie-in-bed/) & [ikea](http://www.ikea.com/) 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](https://www.trendhunter.com/trends/halloween-essentials) Movie in Bed event. The Swedish furniture retailer converted one of the [screening rooms](https://www.trendhunter.com/trends/cinema-for-adhd) 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](https://www.trendhunter.com/trends/ikea-sleep-talk) 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. ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 78% | Activity: 92% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### Key Themes Behind This Trend - **Comfort-focused Cinemas:** The trend of creating cinemas that prioritize comfort and coziness for a more enjoyable movie-watching experience. - **Alternative Seating Options:** The trend of replacing traditional cinema seats with unconventional alternatives, such as beds. - **Immersive Cinematic Experiences:** The trend of creating cinema environments that enhance the overall movie-watching experience through sensory elements like warm lighting and themed decor. ### Where This Applies - **Furniture and Home Decor:** The furniture and home decor industry can explore opportunities to design comfortable and innovative seating options for cinemas. - **Entertainment:** The entertainment industry can consider incorporating alternative seating options in cinemas to attract and cater to a wider audience. - **Hospitality:** The hospitality industry can explore partnerships with cinemas to offer unique and immersive movie-watching experiences for guests. ## Related on Trend Hunter - [Halloween Essentials Campaigns](https://www.trendhunter.com/trends/halloween-essentials.md) - [In-Store Dating Experiences](https://www.trendhunter.com/trends/ikea-and-breeze.md) - [Purposeful Consumer-Focused Campaigns](https://www.trendhunter.com/trends/ikea-sleepfluencers-campaign.md) - [Video Game-Inspired Furniture Catalogue](https://www.trendhunter.com/trends/ikea-australia-1.md) - [Miniature Phone Beds](https://www.trendhunter.com/trends/phone-sleep.md) - [Record-Breaking Retailer Slumber Parties](https://www.trendhunter.com/trends/ikea-pyjama-gathering.md) - [Comfortable Theater Seat Designs](https://www.trendhunter.com/trends/comfortable-theater-seat.md) - [Smartphone-Sized Beds](https://www.trendhunter.com/trends/phone-sleep-collection.md) - [Plush-Starring Sitcom-Style Campaigns](https://www.trendhunter.com/trends/life-in-stitches.md)