Old May 16, 2024, 10:17 am
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United Airlines Debuts New Onboard Safety Video

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More than a dozen United employees provide clear, easy-to-follow demonstrations of critical safety procedures

Video was filmed inside a life-sized, airplane-inspired sequential reaction machine designed to capture and keep the attention of even the most frequent travelers

CHICAGO, May 16, 2024 /PRNewswire/ -- United today debuted a new onboard safety video where more than a dozen United employees provide clear, easy-to-follow demonstrations of critical safety procedures. The video was filmed inside a life-sized, airplane-inspired sequential reaction machine, with a creative concept designed to capture and keep the attention of even the most frequent fliers. Development of the new video began in June 2023 and was inspired by the teams of United employees whose coordinated actions ensure the airline operates safely. The new video will debut on select aircraft starting May 25 and will roll out across the fleet over the summer.



"Safety is the foundation of everything we do at United," said Sasha Johnson, Vice President of Corporate Safety for United. "Safety starts with being prepared. We have ongoing, rigorous safety training for our crews. And we also make sure our customers know what to do in the event of an emergency. We are proud that our new safety video empowers passengers by giving them information and clear instructions."

United worked with the Federal Aviation Administration (FAA) on the development of the safety video beginning in October 2023 through March 2024 when the video was approved. This included multiple checkpoints along the production process, including review of the storyboard and script before filming even began to ensure the content met the FAA requirements.

United's New Safety Video by the Numbers

The new video titled "Safety in Motion" follows a ball as it makes its way through the sequential reaction machine, rolling and bouncing through airplane-inspired set-ups that include chutes, a snack cart and drink cup, seatbelts, windows, seats, directional signage and more as real United employees demonstrate key safety procedures. See here for a behind-the-scenes look.

"The safest safety video is one that passengers actively watch. Our creative concept was inspired by the idea of connection and the many moments of any given day that our employee work groups have to connect to be able to get thousands of flights off the ground and to their destinations safely," said Maggie Schmerin, Chief Advertising Officer for United. "We worked across the airline to ensure our new safety video clearly and succinctly communicates critical information in a way passengers can't help but watch no matter their age, background or experience traveling."
  • 171 customized versions of the safety video to accommodate United's 8 different aircraft types, 20 various seat configurations on those aircraft and 18 languages
  • Ten months in the making Creative development on the new video began in June 2023; filming took place in October 2023 and then the team spent the next five months on edits and translations before the March 2023 FAA approval
  • 12 individual contraptions the ball passes through in the machine
  • 17 employees from across the airline, including flight attendants, pilots, customer service agents, ramp service, tech operations, the network operations center and reservations
  • More than 1,000 real dominoes
  • A 100-year old song, "Rhapsody in Blue" by George Gershwin, that's been a consistent feature in United safety videos over the years
The airline's creative agency of record, 72andSunny, production partner, 1stAveMachine, and award-winning director Karim Zariffa worked together with United to execute the complex camera production for the video.

United Investments in Safety Training

"Safety in Motion" demonstrates key safety procedures, mandated to all U.S. airlines by the FAA and critical to passenger safety in case of an emergency. United features real employees in the video, who go through a regular schedule of updated training sessions throughout their United career. For example, the airline's pilots complete simulator training with instructors and evaluators every nine months and flight attendants refresh their qualifications every 18 months.

United recently opened a new 150,000 square-foot building at its Flight Training Center in Denver. Already the largest facility of its kind in the world, the Flight Training Center has eight total buildings, more than 700,000 square feet of training space and now has more than 52 state-of-the-art full-motion flight simulators providing even more training capacity for the airline's 17,000 pilots.

Last year, United also expanded its largest Inflight Training Center, located in Houston, to include new classrooms, additional cabin and door trainers and a state-of-the-art aquatic center to practice the safe evacuation of the plane in the unlikely event of a water landing.

And since 2020, United requires pilots to participate in an annual Pilot Professional Development training. This full-day, interactive, in-person training exceeds FAA requirements and industry norms by mandating all pilots, not just captains, participate. The training also uses actual United case studies to ensure the airline's pilots excel in self-awareness, confidence, mentoring, and leadership. United worked closely with its Flight Training, Flight Standards and Aviation Safety teams plus ALPA in the 100 percent safety-focused curriculum.

For more information, visit united.com and download media assets here.
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New Safety Video

Old May 16, 2024, 5:55 am
  #1  
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New Safety Video

New safety video just released:

Nothing to worry about for the Rhapsody in Blue fans.
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Old May 16, 2024, 6:03 am
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Messy.

...and too long: 4:52 vs current 4:13.
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Old May 16, 2024, 6:12 am
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Old May 16, 2024, 6:16 am
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It still has the poorly-worded phrase... "If you are unable or uncomfortable in assisting in an emergency, please ask a flight attendant to be moved."

Why would I want the flight attendant to be moved
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Old May 16, 2024, 6:19 am
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Originally Posted by narvik
Messy.

...and too long: 4:52 vs current 4:13.
Agree, the old one was too long too.
They should make these as short as practical and put as much information as possible. I understand trying to get people's attention, but relying too much on gimmicks and jokes takes away from the safety aspect. How many passengers will remember not to inflate their life vest until they are departing the aircraft or know what a brace position is.
It's a little strange they don't have shots in an actual plane. Familiarize yourself with the plane but we're not going to actually show you the inside of a cabin.
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Old May 16, 2024, 6:35 am
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Not a fan of the FA's glottal stop accent on words like "tighten."
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Old May 16, 2024, 6:54 am
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Originally Posted by wxguy (Post # 4)
It still has the poorly-worded phrase... "If you are unable or uncomfortable in to assisting in an emergency, please ask a flight attendant to be moved."
I have made the requisite grammatical correction to the former emergency row seating announcement.

The current version has been modified to include similar but more complex language ("If you are unable or uncomfortable performing exit row functions and assisting in an emergency, please ask a flight attendant to be moved."), starting with the introductory sentence at 1:44 until 1:59, that should use the infinitive instead ("to perform . . . and assist").
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Last edited by SPN Lifer; May 16, 2024 at 7:23 am
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Old May 16, 2024, 7:54 am
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Surprised it doesn't include a credit card pitch.
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Old May 16, 2024, 8:55 am
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NPR had a story on this today.

MONTREAL The cast and crew on this soundstage are at the mercy of a little blue ball.

It's about the size of a billiard ball. It rolls, bounces, and floats its way through a Rube Goldberg machine a complicated chain reaction that leads the viewer from scene to scene in United Airlines' new onboard safety video.
https://www.npr.org/2024/05/16/12516...ted-passengers
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Old May 16, 2024, 9:02 am
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Oooh new safety cards.

Originally Posted by LimeySD
Surprised it doesn't include a credit card pitch.
That's at the beginning of every movie/TV show via seatback screen or personal entertainment streaming.

Originally Posted by eng3
Agree, the old one was too long too.
They should make these as short as practical and put as much information as possible. I understand trying to get people's attention, but relying too much on gimmicks and jokes takes away from the safety aspect. How many passengers will remember not to inflate their life vest until they are departing the aircraft or know what a brace position is.
It's a little strange they don't have shots in an actual plane. Familiarize yourself with the plane but we're not going to actually show you the inside of a cabin.
UA has not shown the interior of a plane in a safety video since Safety Is Global I, which was released 9 years ago. This seems like the trend for safety videos in general. The most recent DL video is in a tropical resort, and AA is in a warehouse/FA training facility.
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Old May 16, 2024, 9:17 am
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I'm of the belief as well that safety videos are just dragging out and too long. So long they can be ignored even more.
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Last edited by CApreppie; May 16, 2024 at 9:29 am
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Old May 16, 2024, 9:17 am
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The old video was getting....well.....old.

This one will get old soon enough I expect, but at least it new for now.
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Old May 16, 2024, 9:30 am
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Too long! Atleast the ball was live action, not CGI. Good to watch the first time, but not for the next 5 (?) years.
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Old May 16, 2024, 9:40 am
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I miss what I guess would be Global I from around ten years ago since it had a scene in Taormina, Sicily about half a click from my house in an area I walk through frequently.

I also liked Spiderman since I know one of the actors in it.

This one will get old too after a while as others have noted. Kind of reminds me of the AA one with constant motion FA and moving walls and such; not the worst, but not the best either...basically United LOL
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Old May 16, 2024, 10:09 am
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The idea of splitting the viewer's attention between something important (the safety message) and a Rube Goldberg machine is idiotic.

In terms of conveying the key message, this may be the worst safety video I've ever seen.
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