In a recent publicity stunt in Russia, IKEA transformed a cinema into a bedroom.

At one of Moscow's newest cinemas last week, moviegoers got a real surprise when, instead of the usual fold down seats and drink holders (and slightly sticky floors) that we all know and love, they were treated to an IKEA experience the likes of which they'd never seen before. 

When they walked in to the cinema to settle in for a few hours of cinematic entertainment, they were greeted by the sight of a whole pile of beds for them to share, as part of a publicity campaign for IKEA called 'Wake Up Love'. It's a good idea and all, but it would have been pretty awkward if you were on a first date...

IKEA Bedroom Cinema from Instinct on Vimeo.

Still, the clean up would be a nightmare in there, and we can only imagine how much popcorn is in those sheets now.

Via The Verge