Southwest Airlines adds free movies to its list of in-flight entertainment options

Southwest Airlines is taking the price tag off its selection of in-flight movies, the company said Thursday. It’s the latest offering in the carrier’s growing collection of free entertainment.

The Dallas-based carrier said that movies, which previously cost $5 to stream to a laptop or mobile device, will be available for free on most flights by the end of the week.

“The on-board experience is one of the most important elements of a customer’s journey with us,” Southwest’s chief marketing officer Ryan Green said in a statement. “Our research shows that a positive experience on-board the aircraft can greatly influence the decision to come back to Southwest.”

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