Creativity Ikea Gave This Theater a Cozy Makeover So People Could Watch the Movies in Bed Lie back and enjoy the showBy Alfred Maskeroni|December 10, 2014 Share By Alfred Maskeroni|December 10, 2014 Share The worst thing about going to the movies is having to sit upright for a few hours to watch the film. 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 the Russian town of Khimki 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. Take a look-see at the video, which has some time-lapse shots of the construction and lots of shots of glee on people's faces. The stunt runs through Dec. 14. This is cool and all, but does Ikea make toilets too? Adweek Adweek