Mike Covell, founder of Entertainment in Motion and recipient of the APEX Lifetime Achievement Award, passed away peacefully on July 11, 2025, at the age of 86. A trailblazer in the in-flight entertainment industry, Covell spent decades shaping how passengers experienced content in the air, elevating airline entertainment from a novelty to a global expectation.
Covell launched Entertainment in Motion in the early 1980s with a single but significant deal: securing airline rights to the film Da. That early success laid the groundwork for a company that would become one of the industry’s premier distributors of films and television to airlines and cruise lines around the world.
In 2007, the Airline Passenger Experience Association (APEX) recognized his contributions by awarding him its highest individual honor.
“Mike Covell is the consummate professional,” said APEX Board Member Stanley Hosford during the ceremony, as noted in the APEX 2007 Annual Report. “He had a vision for this industry long before most others saw its potential.”
From Studio Roots to Global Distribution
Before entering aviation, Covell honed his expertise at Hal Roach Studios and MGM. His experience in Hollywood gave him the tools to navigate licensing, production, and content curation at a time when few had considered how film might translate to aircraft cabins. He started his IFE career at Trans Com, with a keen understanding of both storytelling and operational logistics, he recognized early on the importance of customized content for different markets and audiences.
As Entertainment in Motion grew, Covell established strong partnerships with major studios and international airlines. His leadership guided the company through multiple technological shifts, from film reels and video cassettes to hard drives and digital streaming platforms. He maintained a focus on quality and consistency, helping airlines deliver engaging passenger experiences no matter the flight length or route.
A Voice of Integrity in a Transforming Industry
Throughout his career, Covell was known for his fairness, mentorship, and unwavering professionalism. His calm demeanor and deep knowledge of the field earned him the respect of colleagues across the aviation and media sectors.
“Mike Covell was one of the true architects of our industry,” said APEX Group CEO Dr. Joe Leader. “He created not just a business, but a legacy of storytelling at altitude.”
In an interview following his Lifetime Achievement Award, Covell reflected on the longevity of his career. “I never dreamed this would be a lifelong career,” he said. “But when you love what you do, it doesn’t feel like work.”
Even in his later years, Covell remained engaged with the evolution of airline entertainment, providing insight as the industry expanded into streaming, wireless delivery, and data-driven personalization.
An Influence That Continues to Fly
Entertainment in Motion continues to live on as a part of Anuvu after its acquisition fifteen years ago. The legacy of the company remains a light carried forward in the inflight entertainment ecosystem, reflecting the standards and spirit Covell established from the very beginning. His work redefined how entertainment reaches travelers at altitude, leaving an enduring imprint on every screen that lights up between takeoff and landing.
“Mike Covell, our ‘Mr. Hollywood,’ was a mentor, yes, but more profoundly, he was family – a father, a brother, a true friend,” fellow APEX Lifetime Achievement Award Winner and West Entertainment CEO Rick Warren stated. “He was always available to listen and advise. His wisdom and warmth were often shared over a martini and always with a good laugh. We love him dearly, and he will be deeply missed.”