Etihad Airways and Paramount Pictures partnered for the theatrical release of MISSION: IMPOSSIBLE – DEAD RECKONING PART ONE.

From June to August 2023, guests flying in Etihad’s First and Business cabins were treated to a cinema style Movie Snacks menu and indulged in themed mocktails such as Mission Accomplished, Undercover Sipper, Secret Agent and Thyme’s Up. All Etihad guests enjoyed inflight entertainment featuring Mission: Impossible content.

In addition to the onboard experience, Etihad celebrated the film’s release with a co-branded marketing campaign that featured bespoke content and flight specials with self-destructing offers. Fans around the world got to travel on their next mission with a movie themed experience.

Later in the year, guests travelling on Etihad were able to experience a dedicated Mission: Impossible channel on E-BOX, its inflight entertainment service. The channel featured all seven of the Mission Impossible series as well as exciting behind-the-scenes content.