Just going to your favorite movie theater to watch a new release with your friends or family isn’t cool enough, Ikea Russia apparently believes, so the company figured out a way to significantly improve your whole movie experience. Sure, Ikea had to promote some of its furniture in the process — after all, that’s its bread and butter — but the company still managed to make movies a lot better in the kind of cinema it imagined.

FROM EARLIER: This Ikea desk takes working from home to a whole new level

For a week, Ikea Russia offered moviegoers in Khimki, Russia a completely new movie watching experience, Design Taxi reported. The company has refurbished a cinema hall into a huge bedroom, filled with plenty of beds and other Ikea furniture.

After buying their tickets, moviegoers have soon discovered the surprise waiting for them inside: fully-functional beds replacing boring seats, waiting to offer them a more than comfortable movie-watching experience.

A video showing this particular Ikea publicity stunt follows below.

Chris Smith started writing about gadgets as a hobby, and before he knew it he was sharing his views on tech stuff with readers around the world. Whenever he's not writing about gadgets he miserably fails to stay away from them, although he desperately tries. But that's not necessarily a bad thing.