On 24 December 2008, one day before the official theatrical release, an exhibition called "Vremya stilyag" ("The Time of Hipsters") opened in Moscow as part of the film's promotion campaign. Admission was free. The exhibition was divided into two parts with a very large board made of iron. On the one side were 'artifacts' pertaining to the age of Soviet hipsters, such as anti-hipster articles and caricatures from the Soviet press, old TV set called KVN, rarity radio gramophones, a round advertising column etc. as well as costumes from the film, while the other side represented America of the early and mid-20th century, "the world of Soviet hipsters' dreams", featuring, for example, rare photos of
Grace Kelly and
Charlie Parker. There were over 150 exhibits in total, taken from private collections or provided by the Russian State Library. The exhibition lasted until mid-January 2009.
