Another giant Amazon box is out in the wild, though this one is fairly unique given that it’s located inside an airport.
The Seattle e-commerce giant has opened a new pop-up space at Terminal 5 inside New York City’s JFK airport to let travelers watch Amazon original programming.
Called the “JetBlue Amazon Video event activation,” the temporary movie theater is open until Jan. 3 and will air content from Amazon’s upcoming original releases. There is also a kids area, where children can watch Amazon’s Tumble Leaf series and play with kids Kindle devices.
The temporary theater is a result of Amazon’s new partnership with JetBlue to give Amazon Prime members access to in-flight Wi-Fi they can use to stream video content for free while flying.
The two companies first announced the multi-year partnership in May. Now, service is going live on all planes equipped with JetBlue’s so-called free Fly-Fi Internet service, which the company hopes to bring to its entire fleet in 2016.
Passengers who pay for Amazon’s $99-per-year Prime membership can stream TV shows and movies on their own devices — including iOS and Android smartphones and tablets — at no additional cost. Non-subscribers, meanwhile, can rent and stream the same content for a fee. Passengers can also use the Wi-Fi to download songs, apps and eBooks through Amazon’s various online stores, as well as complete other basic online tasks like checking email.
Virgin American announced a similar partnership with Netflix in September.
Amazon, meanwhile, seems to have a habit of using big boxes for promotional stunts. Last year, the company delivered huge boxes of toys to charities; it also partnered with Nissan on two occasions, hiding actual vehicles inside giant boxes.
