Etihad Airways, the leading airline based in Abu Dhabi, has forged an exciting partnership with Paramount Pictures to commemorate the highly anticipated release of the latest instalment in the renowned Mission: Impossible franchise, titled Mission: Impossible – Dead Reckoning Part One. Directed and written by the acclaimed Christopher McQuarrie, the adrenaline-fueled action film is set to hit theatres worldwide on 12 July. Notably, a portion of the movie was filmed in Abu Dhabi, the home city of Etihad Airways, showcasing the stunning landscapes of the Liwa desert and the soon-to-be-launched Midfield Terminal.
Movie enthusiasts flying in Etihad’s First and Business cabins from June to August will be treated to a unique cinema-style experience, complete with an enticing Movie Snacks menu and specially crafted mocktails like Mission Accomplished, Undercover Sipper, Secret Agent, and Thyme’s Up. Passengers across all classes will also have access to exclusive inflight entertainment featuring thrilling Mission: Impossible content.
Etihad Airways Cabin Crew star in the campaign.
To further celebrate the film’s release, Etihad will embark on a co-branded marketing campaign, offering bespoke content and flight specials with self-destructing offers. This extraordinary collaboration will provide fans worldwide with the opportunity to embark on their own movie-themed mission during their travels.
In the coming months, Etihad passengers will have the pleasure of immersing themselves in a dedicated Mission: Impossible channel on E-BOX, the airline’s state-of-the-art inflight entertainment service. The channel will showcase all seven films from the iconic franchise, along with captivating behind-the-scenes footage, providing a comprehensive cinematic experience at 30,000 feet.
Etihad Airways Mission Impossible Movie Snacks Business class menu options
Amina Taher, the Vice President of Brand, Marketing, and Sponsorships at Etihad Airways, expressed her pride in partnering with Paramount Pictures, emphasizing the significance of showcasing both Etihad and Abu Dhabi to a global audience. She remarked, “The Mission: Impossible blockbusters are a phenomenal series, and we’re incredibly proud to partner with Paramount Pictures to showcase Etihad and Abu Dhabi to the world. We are thrilled to be able to give millions of guests the opportunity to enjoy the Mission: Impossible films during their Etihad flight and to showcase the film across our global network.”
Irene Trachtenberg, Senior Vice President of Worldwide Marketing & Partnerships at Paramount Pictures, echoed the sentiment, stating, “We are happy to partner with Etihad and to shoot in Abu Dhabi once again. Having Etihad aircraft and cabin crew authentically in the movie celebrates our appreciation of the warm welcome Abu Dhabi gave to our production. Our partnership with Etihad will help to reach Mission: Impossible fans globally as they can watch the previous Mission: Impossible movies on the inflight entertainment as they fly to, from, or through Abu Dhabi on their own missions.”
This marks the third time that the Mission: Impossible franchise has chosen the United Arab Emirates (UAE) as a filming location, with the initial film, Mission Impossible: Ghost Protocol, setting the trend in 2011.
Abu Dhabi, with its captivating and diverse landscapes, has become a sought-after destination for filmmakers from around the world. Its modern skyline, adorned with towering skyscrapers, contrasts beautifully with the expansive deserts and picturesque sand dunes, as showcased in the exhilarating trailer for Mission: Impossible – Dead Reckoning Part One. The remarkable growth of the film industry in Abu Dhabi can be attributed to the support and investments made by the Abu Dhabi Film Commission, which has established cutting-edge production facilities and infrastructure, attracting major Hollywood blockbusters and independent filmmakers alike.
As Etihad Airways joins forces with Mission: Impossible – Dead Reckoning Part One, travellers can anticipate an unforgettable in-flight experience, merging the thrill of cinema with the comfort and luxury that Etihad is renowned for. Prepare to embark on an adventure of a lifetime with the world’s leading airline and the iconic Mission: Impossible franchise.
Written by: Anne Keam
