Moscow Movie Theater replaces seats with beds as part of 'awake love' campaign

A movie theater in Moscow has recently replaced seats with beds in order to promote its Russian "awake love" campaign.

The Swedish furniture giant IKEA took over the Moscow cinema, allowed theatergoers to enjoy what more closely resembled to an enormous slumber party than an afternoon at the movies, People magazine reported.

The switchover took place in the Moscow suburb of Khimki, not far from a branch of the store beloved by many Russians. The campaign, which lasts until Dec. 14, was modeled after a similar event in 2010 at a Paris music hall.