In a Big Pivot, Seat-Back Screens Are Returning at American Airlines

Seat-back entertainment will soon return for all passengers on domestic American Airlines flights, marking what industry experts say is a sharp departure from the company’s previous strategy.On Tuesday, the airline announced that every seat on its narrow-body planes — single-aisle aircraft typically used for domestic flights — will be equipped with seat-back screens, including all new Airbus and Boeing planes, as well as retrofitted planes, starting in 2028.The airline promises large-format displays with expanded content and tailored movie recommendations.And passengers can scrap the old wired earbuds, because these screens will also connect via Bluetooth to their wireless headphones.The decision is a “sharp U-turn in strategy” for the airline and is part of a broader effort to redefine its customer experience, said Ben Mutzabaugh, the managing editor of the travel website The Points Guy.Mr.

Mutzabaugh said it seemed the airline was trying to catch up with rivals Delta and United airlines, which have better positioned themselves as “premium” airlines and have seen soaring profits.“Today, there’s little to differentiate American’s screenless economy cabins from those of a no-frills budget airline,” Mr.Mutzabaugh said.

“Seat-back screens — coupled with the airline’s other service upgrades — are part of a bigger effort by American to get back in the game as a true full-service carrier.”We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access.If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe....