Southwest jumps the shark with new summer promotion

There's already a movie about snakes on a plane, so of course sharks would be next.

Southwest Airlines is launching a summer promotion in partnership with Discovery Channel that will give its passengers access to the network's Shark Week content, including an advance showing of  the "never-before-seen" TV special "Jaws Strikes Back."

Customers can watch the airline's "exclusive" Shark Week Channel on their mobile devices when flying Southwest planes equipped with WiFi.

Shark Week begins Aug. 10, but the airline's promotion starts today. In addition, Southwest and Discovery are sponsoring a "Dare to Dive" sweepstakes that offers a chance to win a round-trip flight, three-night stay and diving excursion in the Bahamas. To enter, got to Deadline for entries is Aug. 16.

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