*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.

More by Mark Lacter:
American-US Air settlement with DOJ includes small tweak at LAX
Socal housing market going nowhere fast
Amazon keeps pushing for faster L.A. delivery
Another rugged quarter for Tribune Co. papers
How does Stanford compete with the big boys?
Those awful infographics that promise to explain and only distort
Best to low-ball today's employment report
Further fallout from airport shootings
Crazy opening for Twitter*
Should Twitter be valued at $18 billion?
Recent 405 stories:
Final Wilshire@405 fly-over ramp to open Thursday
First flyover ramp opens at Wilshire and the 405
Soon as the 405 is done, more work planned for Wilshire
Sunset Boulevard ramp off 405 to close for four months
One short lane to open on 405 freeway

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Mark Lacter
Mark Lacter created the LA Biz Observed blog in 2006. He posted until the day before his death on Nov. 13, 2013.
Mark Lacter, business writer and editor was 59
The multi-talented Mark Lacter
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