Magazine article Screen International

Orange Wednesdays to End in 2015

Magazine article Screen International

Orange Wednesdays to End in 2015

Article excerpt

Cinemas understood to be close to an alternative deal with a different company; comparethemarket.com among suitors.

Mobile company EE is to end long-running 2 for 1 cinema deal Orange Wednesdays in February 2015 after the company and cinemas could not agree a commerical deal.

An EE spokesperson said take up of the once "massively successful" offer had declined in recent years due to changing viewing habits:

"Orange Wednesday launched over a decade ago and at its peak was a massive success," read the statement. "After 10 great years our brand has changed and our customers' viewing habits have also evolved so it's time to move on. 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. …

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