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Ivan Sekretarev, Associated Press
Staff arrange beds for a next movie at a cinema in a shopping mall on the outskirts of Moscow, Russia, Wednesday, Dec. 10, 2014. It's the first movie theater in Russia which has beds instead of seats and its 15 beds are fully booked through a limited period until Dec. 14. The Cinema Park company and a furniture chain, are promoting beds in the cinema to attract a new audience in the Kimostar De Lux cinema .

MOSCOW — A furniture store has taken over a Moscow cinema, allowing theatergoers to enjoy what more closely resembles an enormous slumber party than an afternoon at the movies.

This week the Swedish furniture giant IKEA replaced a movie theater's seats with beds in its Russian "Awake Love" campaign. 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, is modeled after a similar event at a Paris music hall in 2010.