More in-flight movie options ahead

TEMPE, Ariz., Dec. 24 (UPI) -- US Airways says it hopes to broaden its in-flight movie fare soon with a new fiber optic entertainment system being developed under wraps.

The goal, officials at the Tempe, Ariz.-based airline say, is to give US Airways an edge over its competitors for consumer loyalty while boosting revenue, The Arizona Republic in Phoenix reported Monday.

There will be a fee for the new system, but airline officials said a price hasn't been set.

"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," said Travis Christ, US Airways' vice president of sales and marketing.

Christ attributed the renewed focus on in-flight entertainment to development of smaller, more economical systems and airlines' improved financial health.

US Airways isn't the only carrier seeking to solidify customer loyalty, either, Delta Air Lines, based in Atlanta, offers a new system that includes movies on demand, live television and HBO programming. JetBlue and Frontier air lines have popular live television, while AirTran offers XM radio.