IKEA's Movie in Bed Event Replaced the Traditional Seats with Big Beds
Meghan Young — December 10, 2014 — Marketing
References: ikea & designyoutrust
Some people opt to wait until a movie is released on DVDs for the simple fact of preferring the comfort of their home over the regular theater seats; enter IKEA's Movie in Bed event. The Swedish furniture retailer converted one of the screening rooms at a Kinostar De Lux Multiplex in the Moscow suburb of Khimki, replacing said chairs with big beds, warm table lamps and more.
Boasting 17 double beds in total, the IKEA Movie in Bed event is a clever and creative publicity stunt that really hits home, literally. The cinema room itself has been renamed 'It wakes love,' and allows people to really get cozy to enjoy whatever films are set to play.
Boasting 17 double beds in total, the IKEA Movie in Bed event is a clever and creative publicity stunt that really hits home, literally. The cinema room itself has been renamed 'It wakes love,' and allows people to really get cozy to enjoy whatever films are set to play.
Trend Themes
1. Comfort-focused Cinemas - The trend of creating cinemas that prioritize comfort and coziness for a more enjoyable movie-watching experience.
2. Alternative Seating Options - The trend of replacing traditional cinema seats with unconventional alternatives, such as beds.
3. Immersive Cinematic Experiences - The trend of creating cinema environments that enhance the overall movie-watching experience through sensory elements like warm lighting and themed decor.
Industry Implications
1. Furniture and Home Decor - The furniture and home decor industry can explore opportunities to design comfortable and innovative seating options for cinemas.
2. Entertainment - The entertainment industry can consider incorporating alternative seating options in cinemas to attract and cater to a wider audience.
3. Hospitality - The hospitality industry can explore partnerships with cinemas to offer unique and immersive movie-watching experiences for guests.
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