During your long-haul holiday flight, you’ll find yourself settling into a cramped seat, fastening your seatbelt, and likely turning on the screen in front of you.

How Airlines Pick the Movies on Your Flights

According to major U.S. airline executives, more than half of passengers use the in-flight entertainment system, with the figure sometimes climbing as high as 80%. Movies are the top choice, said Dominic Green, United Airlines’ director of in-flight entertainment.

“The few who don’t engage are usually on redeye flights back from Las Vegas or are children under 2,” noted Ekrem Dimbiloglu, Delta’s managing director for customer experience.https://wordpress.com/

Delta offers 165,000 screens across 840 aircraft, while United has equipped 500 planes with seat-back screens and continues to expand. As Green likes to put it, airlines have essentially become “cinemas in the sky.”

But who decides what’s available at 35,000 feet? And how is the content curated? Here’s a look behind the scenes.

Who Decides What You Watch?

Airlines typically have dedicated teams to curate entertainment options. At Southwest Airlines, Kennedy Wilson handles this alone, while Dimbiloglu leads a team of four at Delta, some of whom attend film festivals. Green’s team at United has grown from two to eight members.

These teams work with content service providers, acting as middlemen, to get recommendations. They also consider special programming for events like Hispanic Heritage Month or tailor selections for international flights.

For instance, in October, Delta featured a Halloween collection with titles like Beetlejuice and The Conjuring, alongside a Cozy Family Fall category showcasing Coco and Remember the Titans. United collaborates with over 100 content providers to offer movies, TV shows, music, and podcasts. American Airlines boasts an extensive library of more than 1,500 titles, including around 500 movies.

How Are Movies Chosen?

Airlines rely heavily on data to select their offerings, tracking what passengers watch and for how long. They also analyze trends on external streaming platforms and consider audience reception across demographics and regions. Feedback from flight attendants and passengers, via surveys or social media, also shapes decisions.

However, some decisions go beyond data. For example, Green’s team noticed buzz around a potential sequel to The Devil Wears Prada, prompting them to add the original to their lineup. Despite being over 20 years old, it was a hit.

“It’s a mix of art and science,” Green explained.

How Often Does the Content Change?

Airlines regularly update their offerings to keep them fresh. For instance, American Airlines adds approximately 200 new titles monthly.

What About Niche Categories?

With hundreds of options now available, airlines increasingly organize content into categories. They might consult employee resource groups for selections like Black History Month or International Women’s Day. Southwest even created a Ryan Reynolds category simply because they had many of his movies.

Some airlines are also moving toward personalization. United tracks user preferences (ethically, they assure) to recommend relevant content, while Delta has introduced features that allow customers to sync their in-flight entertainment with their membership accounts. Passengers can resume watching a movie from where they left off on a previous flight or get tailored suggestions.

“Our goal is to bring the living room experience to the skies,” Dimbiloglu said.

Do All Movies Cost the Same?

Not at all, though airlines keep the exact costs confidential. Budgets are finite, so teams aim to get the best value for their money. Licensing windows also play a role—some new releases take months to become available and may only remain on the roster for a limited time.

What Do People Like to Watch?

While preferences vary, certain trends emerge:

• Nostalgic Comfort and Comedy
  Millennials, who make up a significant portion of Delta’s passengers, often gravitate toward classics like The Office and Friends. Comedies in general, such as Abbott Elementary, are perennial favorites.
• The “Airline Movie”
  Films like Crazy Rich Asians, with themes of travel and adventure, are consistently popular.
• Unexpected Hits
  Airlines occasionally stumble upon “unicorns,” or surprising hits. Southwest found unexpected success with Cats, despite its box office failure. Similarly, Barbie captivated male business travelers on Delta.

In the air, passengers are open to exploring content they might not typically watch. As Wilson said, “You’re already in the tube—why not give something new a try?”