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The cinema teamed up with the Swedish furniture chain in order to attract a new audience. The cinema’s marketing director, Nikita Yakovlev, emphasized the difference between the way we watch movies at home versus at the cinema. He hoped this project would revamp the ritual of going to the cinema, which seems to have become a thing of the past.

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And in case you’re wondering about hygiene, Yakolev claims that the sheets were changed after every screening. Viewers could use disposable slippers and cookies were provided. Tickets were around 150 rubles ($2.10) for afternoon screenings, though those who wanted a bed all for themselves had to pay 300 rubles. Thanks to a great response, the cinema now plans to extend the promotion until after the New Year holiday.


Via The Verge