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Death of the in-flight movie: Qantas' entertainment revolution

Qantas has overhauled its inflight entertainment to keep up with changing consumer trends. The airline faces the same problem other carriers do, a glut of content screening in their passengers' homes. Qantas head of digital and entertainment brand, marketing and corporate affairs Jo Boundy said the airline was undergoing a huge transformation and in-flight entertainment (IFE) had been part of that. The airline last year finished an 18-month review of entertainment across all parts of its operation. "It became apparent that although we'd always been considered pretty good in the entertainment space we'd probably lost a bit of ground in the last few years," Boundy said. Consumer trends have changed dramatically in the last five years. Movies that had played on planes a few months after being in the cinema had been OK at one time but that had changed. "You're sitting at home in your lounge, you've got Netflix, Apple TV, on demand TV and Spotify and it's all on multiple devices. People would get on a plane and find it didn't have the wow factor any more," she said. The airline accepted it was not expert in entertainment so formed a partnership with Stellar Entertainment, an Australian company that buys movies and other content for more than 20 airlines around the world. For Qantas, Stellar works with Hollywood and Australian producers of content such as SkyTV and Foxtel. In consultation with the airline it buys the content and Panasonic Avionics in Forest Lake, California pumps movies into the IFE. Qantas increased by about three times the amount of entertainment on board planes. The volume of box sets, news bulletins and more Chinese and Japanese content has increased, games and music that weren't so popular were taken off.<br/>