A cellular wireless in-flight entertainment (IFE) system is used in an aircraft for delivering programming to passengers. A head end server provides data and programming to cells. Each cell comprises a wireless access point/configurable antenna to receive the data and the programming. The wireless access point/configurable antenna is disposed at an optimum location in a passenger cabin and operates with a predetermined frequency, radiation pattern, and polarization to provide the programming at optimum coverage. Wireless seat displays receive the programming from the wireless access point/configurable antenna and have a seat display antenna with selectable polarization. The cellular wireless IFE system provides for frequency reuse within the cells, registration of passengers upon log in to identify placement of the wireless seat displays, load balancing to prevent exceeding a capacity of a wireless access point/configurable antenna, and a scalable architecture where data and video each utilize a different band and wireless access point/configurable antenna.