|Brief||Emirates wanted to get people out of their armchairs and into the air during low season. So it turned movies into incentives to travel. The Emirates Movie Index linked ticket prices to the action in blockbuster movies broadcast on TV. If something went wrong in the movie, ticket prices to that destination went down, in real time. If something went right, prices went up again. In practice, when Godzilla knocked a chunk out of a skyscraper, ticket prices to New York City plummeted. If you watched the movie closely and reacted fast, you could get a bargain flight.