During the past five months, Delta has been phasing in digital entertainment on many of its Boeing 757 jets that fly at least four hours or 1,750 miles between airports. On-demand movies, live television, music and games are free of charge at first-class seats and available for purchase on coach seats.
Tipping its hat to the psychological benefits of digital distractions, entertainment that can be largely tailored to each traveler's tastes are showing up in seats on greater numbers of Delta flights.
It's part of a $200 million investment in new customer services that Delta hopes will help it escape bankruptcy before summer.
Customers apparently like the new digital comforts, and other airlines are rolling out their own packages to keep up.
"It's becoming a significant issue.
It's almost like a tie-breaker between airlines sometimes," said David Stempler, president of the Air Travelers Association.
"We've had the most experience with JetBlue. People really like it," Stempler said.
"They say it makes the trip go faster. They don't feel like they are wasting their time or feeling out of touch."
Touch screens are mounted on the rear of each seat.
The screens broadcast hundreds of MP3-quality songs. Games are available, too. One is an interactive trivia game that keeps score and announces the winner when passengers play against each other.
The screens play movies, such as "The Queen," which stars Helen Mirren as British monarch Elizabeth II, and "The Last King of Scotland," with Forest Whitaker, who portrays Ugandan dictator Idi Amin. Mirren and Whitaker received nominations for best actress and actor Oscars this week.
Five short films had their premieres on Delta seat backs and the Internet in December.
Passengers rated the movies and the winning filmmaker, Philip Van, received a cash prize and a trip to Sundance for his risque story of a morose wife unhappy with her husband. A hint: the woman's spouse is not what he appears to be.
The Sundance films represents a break in Delta's thinking about on-board entertainment.
In the past the airline showed movies that would not constitute a threat to anyone, said Joan Vincenz, managing director of product marketing. Today, Delta's standard is to be hip and stylish.
"We are seeing content we never expected to see," Vincenz said.
"It's also great for Sundance and these directors who are just getting started."
Entertainment systems have been installed in 48 jets. The number will increase to more than 120 aircraft by the end of 2008.
The Sundance films drew 10,000 votes, a response that sparked another idea. Delta is talking to at least one studio about previewing its movies on the airline's jets. No deal has been struck, but the concept is promising, Vincenz said.
"We carry 120 million passengers a year. The average household income of our passengers is $70,000 to $80,000 a year. Those are great demographics who want feedback from a captive audience," she said
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