IKEA is the go-to destination for cheap, I mean, affordable furniture for the home. From futons to armoires to dining room tables, what can't you get at the Swedish-based furniture megastore? Now it looks like you might even see some IKEA furniture at the movies.
IKEA just launched its "Cinema of Love" campaign at the Kinostar de Lux cinema in the Moscow suburb of Khimki. The company took out all of the seats in one of the cinema's theaters and replaced them with 17 twin beds, all decked out in colorful blankets and pillows and all that cozy goodness.
Кровати в кинотеатре? Почему бы и нет! :) Ждем вас в «Киностар Deluxe» в МЕГЕ Химки! #ИКЕА #будитлюбовь pic.twitter.com/boU1zigbAE
— ИКЕА Россия (@IKEA_ru) December 5, 2014
"At the presentation of the new IKEA catalog, we asked visitors: what should we do to have more love around us. One of the most frequent responses was 'to spend more time together.' Thus was born the idea of creating a home environment in a movie theater," IKEA Russia's digital manager Alex Ovechkin told local media, according to RT.
This is an ingenious idea, and there's no doubt that the comfiest way to watch a movie is lounging in a bed. But I for one see some problems with watching a movie this way. For one, can you still eat popcorn and the like at the movies? Everyone knows that stuff goes everywhere when you're sitting down, let alone when you're completely horizontal. There's also the possibility of you choking on your food when you're lying down, I'm just sayin'. And then what if you fall asleep while the movie is playing? You totally miss the whole thing. I know all of this basically removes anything romantic this campaign was going for, but I'm just trying to be practical here.
This isn't the first time IKEA has pulled off a campaign like this. It previously installed beds in the Olympia music hall in Paris.
But if this sounds cool to you, you've still got time to hitch a ride to Moscow and experience this at-home-like cinema for yourself. The campaign runs until Dec. 14.
