EE is ending its Orange Wednesdays promotion which provides free cinema tickets to its mobile phone customers, as consumers move towards watching films on mobile devices and cinema prices continue to rise.
The company said it would stop its “iconic” deal, which also lets people order free items at PizzaExpress, on 25 February next year.
When Orange launched the scheme in 2003, the average ticket price in the UK stood at £4.43 according to official figures collected by the British Film Institute (BFI). The average price has since risen by over 47.6% to £6.54.
EE, which started the offer in 2003, said: “Orange Wednesday launched over a decade ago and at its peak was a massive success and an iconic promotion. After 10 great years our brand has changed and our customers’ viewing habits have also evolved so it’s time to move on.
“That’s why the final credits will roll for Orange Wednesdays at the end of February 2015. We’re working on new customer entertainment rewards and we’ll provide more detail soon.
