United Airlines has introduced a new pre-flight safety video called “Safety in Motion” that features over 1,000 dominoes and various contraptions. The video follows a blue ball as it encounters different onboard elements and United employees who demonstrate safety procedures. According to Maggie Schmerin, United’s Chief Advertising Officer, the video is designed to capture the attention of all passengers, regardless of age, background, or travel experience.
The project for the new safety video began in June 2023, with filming taking place in October of that year. The Federal Aviation Administration approved the video in March, and it will start appearing on United flights from May 25. This roll-out comes at a sensitive time for United as the FAA has imposed restrictions on the carrier following safety and maintenance-related incidents. United CEO Scott Kirby has reiterated that safety is the company’s top priority in response to the increased oversight.
The role of pre-flight safety briefings has come under scrutiny following the Japan Airlines accident in January. Japan Airlines has been praised for its straightforward safety video that aided in a smooth evacuation. There has been a trend in the airline industry towards more abstract safety videos, with the argument that they are more captivating and effective in communicating the safety message to passengers. However, there is a risk of essential safety instructions getting lost among flashy visuals and gimmicky storylines.
Airlines such as Qantas, Korean Air, and British Airways have also debuted new safety videos in recent years. Qantas received criticism for a lengthy pre-flight video that lacked in-cabin visuals of the plane itself. Korean Air introduced a video starring virtual humans, while British Airways featured celebrities in its latest film. The effectiveness of these videos in communicating safety information to passengers is an ongoing topic of discussion within the industry.
The performance of airline sector stocks within the ST200, a stock index that includes publicly traded travel companies across global markets, shows varying results year-to-date. This index combines the financial performance of nearly 200 travel companies worth trillions of dollars into a single number. The financial performance of airlines, including network carriers, low-cost carriers, and related companies, is an essential aspect of the travel industry, reflecting the overall health of the sector. Investors and industry analysts closely monitor these trends to assess the outlook for airline stocks and the broader travel market.
