No more Orange Wednesdays: Why is EE Ending the Cinema Deal after 10 Years?

By Annifer Jackson

Mobile operator EE has revealed it is ending its iconic Orange Wednesdays 2-for-1 cinema ticket deal after ten years of promotion in the UK. 

Always popular among Orange subscribers, and others looking to farm free tickets from friends on the network, the buy one get one free offer is being axed with EE saying that uptake is on the decline and that it was time to bring it to an end. 

There are also rumours that the company could not reach an agreement with the cinema chains promoting the deal, Vue and Odeon among them. 

The deal will end on the final Wednesday of February 2015, but the news may not all be negative for film lovers as the Telegraph reports that Comparethemarket.com is looking to continue to offer.

"We can confirm that we are currently exploring a mutually beneficial partnership with the cinema industry," a spokesperson told the newspaper.

EE 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."

The decision has been met with fierce criticism on social media, and is likely to continue until another similar promotion comes in to take its place. 

Share

Featured Articles

Abu Dhabi Airports prepares for Terminal A opening

A decade in the making, Abu Dhabi International Airport welcomes 6,000 volunteers to test operational readiness of stunning new Terminal A building

Business Chief expands portfolio with new look and coverage

Business Chief Middle East & Africa launches with fresh new look and extended coverage of the region, with exclusive executive interviews and insights

How Octopus Energy grew to become an industry giant

Octopus Energy continues to grow after a deal was agreed to acquire Shell Energy in the UK and Germany, taking its customer base to almost seven million

Perkbox CEO: How to support employees through tough times

Human Capital

How Middle East is embracing the future of digital finance

Corporate Finance

UAE Lulu Group shifts business for global growth and IPO

Corporate Finance