Air France - Cinema To Go

Air France - Cinema To Go

Air France celebrated the 36th anniversary of its partnership with the Cannes film festival with a clever ‘Cinema to Go’ campaign that also introduced an in-flight entertainment concept which could really take off.

For the festival, the airline featured previous Cannes Festival films on its inflight entertainment channel which passengers could download with a gift code to their personal smartphones, tablets, or PCs to watch even after the flight had landed.

To promote the service the airline prepared a humorous video showing various popular film scenes--romantic and action sequences--inappropriately interrupted by a flight attendant making an announcement who leaves the actors perplexed. The video proved popular with over 1.6 million views.

It’s a clever spin on a common passenger frustration but also quite a good idea if airlines could work similar partnerships with local film studios on limited “to-go” licensing. It could perhaps offer a nice revenue builder as well.

The airline’s #cinematogo hashtag enjoyed much positive conversation around the service, with some social media users saying the idea should continue even after the festival has concluded. The Facebook post of the promotion had over 2.5 thousand likes.

Air France used the campaign effectively to further build its “France is in the air” positioning, get media attention , and join in the global buzz surrounding the stars at Cannes.