Apparently, in-flight safety videos have become extensions of airline brands.
Virgin America is the latest airline to release a new slickly produced safety video. It did so on Tuesday, releasing what amounts to be a five-minute dance video, with some safety tips sprinkled in. It was directed by Jon M. Chu, of mild Hollywood fame. (In the unlikely case you saw “G.I. Joe: Retaliation,” you are familiar with Chu’s work.
This is not the type of video an airline just slaps together. In a September article, the New York Times detailed all that went into producing Virgin’s video. Wrote the Times:
Enter the new safety video, window dressing to some but deeply symbolic to Virgin. To refresh its original video, it initially worked with another Branson brand, Virgin Produced in Los Angeles, to select possible directors. It ultimately homed in on Mr. Chu, who embraced Virgin’s notion to find a creative way to use sound, maybe music, in its video.
As the meeting started, Mr. Chu offered ideas for music and choreography. They talked about using the natural sounds of the aircraft — the click of the seat belt, the closing of the overhead bin — and having the action move from the airplane to a more theatrical setting. Mr. McMillin took it all in, intrigued — liking the chemistry and ambition and trying to figure out the line between excitement and propriety.
What do you think of the video? Should airlines jazz up these demos?