Ikea Gives Theater a Cozy Makeover So People Could Watch Movies in Bed

The worst thing about going to the movies is having to sit upright for a few hours. Everyone knows lying down is the ideal viewing position for anything on a screen — or anything at all, for that matter. No stranger to putting dream-like imagery in its advertising, Ikea moves even more directly into the bedroom with its latest stunt. Moviegoers in Khimki, Russia are being treated to quite a surprise this month. After purchasing their tickets, patrons are led to a theater that's been completely gutted and transformed into a giant bedroom, entirely outfitted with Ikea furniture.