British Airways (IAG) said it will offer inflight movies, television and movies for the entire period that passengers are on its long-haul planes after previously pulling the plug during takeoff and landing.
The U.K. Civil Aviation Authority has approved the change, which becomes effective this weekend, BA said in a statement. Carriers have generally blanked screens until after takeoff, following announcements and for 15 to 20 minutes before landing.
The switch will allow for as much as one hour of extra viewing and will be particularly appealing to families traveling with children, Frank van der Post, the London-based carrier’s director of brands and customer experience, said in the release.
BA’s most popular inflight movies last year were The Avengers, Best Exotic Marigold Hotel, Prometheus, Dark Knight Rises and Snow White and Huntsman. Now part of International Consolidated Airlines Group SA, its predecessor British Overseas Airways Corp. first screened films on Boeing Co. (BA) 707 flights to Moscow and Tokyo in 1970 using cinema screens and projectors.
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