Ryanair set for in-flight movie launch

Ryanair is to introduce in-flight movies and games which passengers will have to pay for, in a bid to increase revenues.

The low-cost airline’s portable in-flight entertainment system will have an initial trial on five Stansted-based aircraft from November,Rival low-cost airline easyJet has blasted the initiative as a deviation from the no-frills model and says it has no plans to follow suit.

An easyJet spokeswoman says: “This is simply not a no-frills activity. It’s a blatant frill we think is completely unnecessary on short-haul, low-cost, flights.”Passengers will be able to hire a portable video unit for &£5 for the duration of the flight and choose from programming including films, sport, children’s shows and music videos. The November film menu offers films such as I, Robot and Shrek 2.

A Ryanair spokeswoman counters criticisms that the average flight is not long enough to watch a feature film by saying that customers are likely to dip in and out of movies, sport and TV programmes.

Ryanair’s results in June showed turnover up by 22 per cent, to &£732.1m, in the year to March. However, average revenue per passenger fell as a result of fares in the low-cost sector being driven down by intense competition.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here