Last updated: 02:00 PM ET, Fri April 03 2015

WATCH: Virgin America 'Blah Airlines' Takes Comparison Marketing to New Level

Airlines & Airports | Rich Thomaselli | April 03, 2015

WATCH: Virgin America 'Blah Airlines' Takes Comparison Marketing to New Level

Photo via YouTube

Every business, whether it’s a restaurant or a furniture store or an airline, tries to differentiate itself from the other. Sometimes they do it through comparison marketing.

Virgin America just took that concept to a whole new extreme.

VA is teaming up with the Dallas International Film Festival (DIFF) for the big screen premiere of the airline’s critically-acclaimed “BLAH AIRLINES FLIGHT 101,” a five hour and forty-five minute film set on board a BLAH Airlines flight.

And it’s everything you, uh, expect from the title – boring, blah, banal, dull, benign, which the airline is calling the “antithesis of the innovative and stylish experience when flying Virgin America.”

The film, which will be screened on April 10 as part of the official DIFF Festival Line-Up, is a surrealistic and humorous work of cinema vérité that exposes the grim reality of commercial air travel - characterized by cramped seats, harsh lighting and a lack of entertainment and meal options.

In partnership with DIFF, the airline is inviting local flyers, Elevate frequent flyer program members and social followers to join the screening of BLAH AIRLINES FLIGHT 101 – and follow the hashtag, #ExitBlah and enter the moodlight for a chance to score a seat at the premiere.  Any festival-goer who makes it through the entire 5 hour and 45 minute film screening will score 2500* Elevate points – or the equivalent of a reward flight – so they can avoid flying “blah” on their next trip.

“We’re thrilled to partner with DIFF to host a fun premiere for our friends and partners here in Dallas,” Virgin America’s Chief Marketing Officer, Luanne Calvert said in a statement. “We’re also excited to see who makes it through the entire screening of BLAH AIRLINES, which at a 5 hours and 45 minutes running time begs the question, if you wouldn’t sit through the entire film, why would you pay money to experience it in real-life on a flight?”

“We’re thrilled to welcome Virgin America to the Festival this year with their BLAH Airlines big screen premiere,” said James Faust, artistic director of the Dallas Film Society. “Our mission is always to give recognition to cinematic innovation and Virgin America’s avant-garde BLAH AIRLINES film is something fresh and experimental that we haven’t seen before.”

Here’s a 30-second trailer for the film. The entire 5-hour, 45-minute experience is already online if you have the time and the gumption to sit through it all.


You may use your Facebook account to add a comment, subject to Facebook's Terms of Service and Privacy Policy. Your Facebook information, including your name, photo & any other personal data you make public on Facebook will appear with your comment, and may be used on Click here to learn more.

Sandals Resorts: The 5-Star Luxury Included Resorts

Hotels & Resorts