The Challenge of ’79 for Braniff (1979)

Duration: 20:04

Year Published: 1979

Sound: sound

Description: This 1979 industrial film, written and produced by television and radio personality Muphy Martin, assesses how Braniff International Airways plans to respond to industry changes following the Airline Deregulation Act. Signed into law on October 24, 1978, the Airline Deregulation Act removed federal regulations controlling airlines fares, routes, and new carriers. To remain competitive, Braniff dramatically expanded its service, adding 16 new cities and 32 new routes within two months of the legislation’s passage. In the film, Braniff CEO Harding Lawrence and President Russell Thayer talk about the importance of the expansion, while employees express optimism for its success. Amid record-breaking fuel prices, the expansion ultimately led to sizable financial shortfalls. Many routes were discontinued and Lawrence retired in December 1980.