Another way that cinemas have tried to lure audiences away from their living rooms is with big comfy upgraded seats that often even recline. But that's nothing compared to the facelift Ikea gave a theatre in Khimki, Russia: the seats were all removed and replaced with freshly made beds all pointing at the screen.
What's most surprising is that this wasn't just a one-off stunt to give Ikea a chance to film the audience's reactions, cut it into an ad, and then tear it all down. The upgraded cinema will remain in place for a little while, until December 14. And hopefully Ikea included a full-time cleaning staff, because there's nothing worse than crumbs in a bed, except maybe mountains of popcorn. [Vimeo via Taxi]