Both will offer multiple movies, plus other services such as television, music videos, news and music channels. American is also distributing portable DVD players in first class on some flights.
To fill all those channels, American is booking a more diverse mix of titles, including The Da Vinci Code, a controversial thriller which it will show after director Ron Howard makes edits this fall.
American doesn't charge its passengers to watch movies; those who don't have headsets can buy them for $2.
Ms. McKee said she isn't aware of problems with indecent movies that passengers may bring on the planes themselves.
Airline policies don't dictate what passengers watch, she said.
"People exhibit fairly good taste and they know their seatmate can see what they play," she said.
"We've heard no reports from flight attendants that someone is watching an inappropriate movie on their laptop."
As American books more titles each year, it also risks offending fickle airline audiences.
Ms. McKee said even the Will Ferrell holiday comedy Elf angered one passenger.
"It's actually a cute movie suitable for children and adults, and we got a letter from someone saying he was offended by the blatantly religious theme of the movie," she said.
"You're never going to be able to please everybody."
DALLAS -- American Airlines is offering free on-demand video and audio entertainment for first- and business-class passengers on transcontinental flights and will test a media player on some...
All mentions of God are bleeped out of a version of "The Queen" distributed to Delta and some other airlines.