LHR-LAX - who's best to go with?

LHR-LAX - who's best to go with? Best for points earn (VFF)? Typically cheapest?

You have many airlines including Air New Zealand, American Airlines, British Airways, Delta, United and Virgin Atlantic

What program are you wanting to earn on?

Personally I would pick Air New Zealand but in Economy but you may feel a little crammed as on the 777 as you have a 3-4-3 layout 

If you are after cheapest and don't mind flying out of Gatwick then you could fly norwegian airlines for around $400 oneway 

I would fly Air NZ in Business or Premium Economy. However due to Air NZ's 3-4-3 in Y, I would opt for Virgin or BA (however their inflight entertainment system isn't as good). First Class BA without a doubt.

To earn VA points as you stated, you only have NZ, DL, or VS.

If you have status with Velocity and time to enjoy it before the flight, the Virgin Clubhouse is fantastic and would probably swing the choice to Virgin for me in Economy. Otherwise AirNZ has the best service on the route, although as henrus mentioned it's 3-4-3 in economy which you may not want to put yourself through (I did it on Etihad and now say never again). At least you can order drinks and snacks directly to your seat via the IFE on AirNZ...

I endured Etihad's 3-4-3 Melbourne to London. Agree with you - never again