In November 2010, flydubai became the first low cost airline in the Middle East to introduce on-demand In-Flight Entertainment (IFE). In doing so, it also became the first airline in the world to show movies in high definition. The revolutionary Fiber-To-The-Screen® IFE system by Lumexis works through fibre optic cables rather than traditional copper wires, making it much lighter and therefore viable for a LCC as it helps to minimise fuel consumption, which is an airline’s single biggest cost.