Instead of saying they will charge $5 for video, why not simply increase the fare by $5? Also, if the BOB is also $5, why not include the $5 in the price of the airfare and serve everyone food, if people decline the food then you're in the profit because they still paid for it.
Honestly, who'll notice an extra $10 on most on-ways?... YYC- LAX $129 with no food and no AVOD, or $139 for full food service and AVOD. The choice to me is clear.