*JetBlue gets in on 405 mania by offering $4 flights from Burbank to Long Beach

That's $4 each way - $5 if you want a roomier seat. The airline is planning two flights each way on Saturday, though for some reason I don't see any service planned for Sunday. Flight time runs 20 minutes or so, the shortest slight that JetBlue has ever offered.

From Burbank to Long Beach:

•Flight 405: 12:20 to 1:05 p.m.
•Flight 1405: 6:35 to 7:10 p.m.

From Long Beach to Burbank:

•Flight 406: 1:50 to 2:34 p.m.
•Flight 1406: 7:55 to 8:30 p.m.

I'm not quite sure what you're supposed to do once you're in Long Beach or Burbank (Rent a car? Grab a hot dog at the terminal?), but this is really all about marketing - and I'm sure the gimmick will receive attention, as will the specials being offered by area hotels, restaurants, and other businesses. Besides its $4 flights, JetBlue is offering discounts to Vegas. The Press-Telegram has a round-up of some offerings.

*Update: All JetBlue tickets sold.

**Starting Friday morning, AT&T will be sending text messages to thousands of local customers on traffic conditions and alternate routes. There's also a Navigator App that can help drivers find less congested routes.