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IKEA’s always known for their nontraditional, eye pleasing, engaging ads and furniture. Thought it was quite clever integrating it into the movie experience. Yet as a avid movie goer, I wouldn’t be to excited to have my attention forcefully pulled from the scene. It reminds me of that one annoying audience member that thought it’d be amusing to pull out their 90’s laser pointer asking to be jumped outside the theater.

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