Delta Airlines is hoping that turning its cabins into free cineplexes in the sky will drive growth.
The United States’ second-largest carrier says it is scrapping fees on in-flight entertainment for 90% of its fleet. That means there won’t be any need to shell out a buck an episode for HBO’s Vinyl, or $6 to watch Zoolander 2 (not that there was ever a reason to spend money on Zoolander 2).
“The only thing better than operating the world’s largest in-flight entertainment-equipped fleet is providing it free to all our guests,” Tim Mapes, Delta’s chief marketing officer, said in a statement.
The airline declined to say just how much money it has been making on entertainment, but travelers shouldn’t expect many more freebies ahead. Baggage fees, for example, are a moneymaker for airlines, and are likely to stay that way. (That said, earlier this week Ryanair reduced its 108 luggage fee options—yes, one hundred and eight—to six.)
Ironically, paying for entertainment isn’t even among travelers’ main gripes. Seat comfort, sleeping comfort and leg room are the top concerns among economy fliers, according to a report released this week by the International Air Transport Association, a trade group.
Delta’s is a rare attempt, however, to improve the economy air travel experience without charging for it. Even United Airlines CEO Oscar Munoz admits the drop-off-to-seat process sours travelers’ moods.
Besides, Delta is already scoring pretty highly with customers. The airline ranked second behind Alaska Airlines in the J.D. Power North America Airline Satisfaction Survey for traditional (that’s non-budget) carriers.
Of course, if Delta’s entertainment plan fails to entice travelers, there’s always the strawberry gelato. But fliers have to pay up for that.