<SNIP>The goal is to give US Airways an edge over its competitors in the race for passenger loyalty, while also boosting revenue.
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Travis Christ, US Airways' vice president of sales and marketing, credits the renewed focus on in-flight entertainment to the development of smaller, more economical systems as well as airlines' improved financial health.
The costs of a bulky system aren't inconsequential, adding up to tens of millions of dollars a year in additional fuel when fuel prices are high like they are now.
"We're entering a new era in in-flight entertainment that all of a sudden works not only for a customer, but also works from the airline's perspective," he said.
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"We think this will be attractive to a much greater percentage of people on the plane," Christ said. He said the airline has studied passenger behavior on planes to arrive at that conclusion. "You don't ask them what they do, you look at what they really do," he said.