consumption under the big screen. The posh movie theatre in central Moscow's upscale new Yevropeisky (European) shopping mall serves beer, cocktails and fresh-squeezed grapefruit juice.

With Russia awash in surging oil revenues, hip cinemas like Formula Kino Yevropa are popping up all over the capital and beyond.

According to the Moscow-based film critic Tom Birchenough, there are now 1,400 state-of-the-art screens in the country, as opposed to one just 10 years ago.