EE will be scrapping the Orange Wednesday 2-for-1 cinema ticket deal after being available for a decade. Customers of Orange (and subsequently EE) have enjoyed a weekly deal that allowed them to head down to their local cinema to check out the latest blockbusters at a reduced price. This offer will no longer be available after February 2015, but the carrier stresses they are working on a worthy successor. According to Marketing Magazine:
Despite the longevity of Orange Wednesday, Marketing understands take-up is declining as customers can increasingly watch films cheaply on their mobile devices. The analogue offering is also at odds with EE's own brand proposition, since the operator has used its first-mover advantage in 4G to market itself as the digital addict's carrier of choice.
The reasoning behind the move is due to EE failing to agree terms with its commercial partner, film distribution body Cinema First. It was a strange service to remain active under the EE branding, especially given the operator has been pushing 4G and movies since becoming the umbrella brand. It's not yet known what deal will replace Orange Wednesday.