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#Mobile

EE to pull back ‘Orange Wednesdays’ 2-for-1 offer from February 2015

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Mobile operator Everything Everywhere (EE) has decided to pull back its Orange Wednesdays cinema offer by as early as next year.

Launched in 2003, the Orange Wednesdays 2-for-1 offer allowed Orange and EE customers to get two cinema tickets for the price of one on Wednesdays by simply sending a text message. The offer will be valid only until 25 February 2015, which is when the last Wednesday of the month falls.

A similar deal which allowed EE customers to get 2-for-1 mains and dough balls at Pizza Express on Wednesdays will also be axed at the same time.

“Orange Wednesdays is coming to an end. You have until Wednesday 25 February to take advantage of our 2 for 1 cinema tickets and PizzaExpress offer,” a statement on the Orange website reads.

Explaining the reason behind the move, EE said as customers’ viewing habits had evolved and more people now prefer to watch films on mobile and other devices at home, it’s right time to close Orange Wednesdays. It is reported that the offer will be replaced with a new entertainment deal, although the details of the new deal are yet to be announced.

“Orange Wednesday launched over a decade ago and at its peak was a massive success and an iconic promotion,” a spokesperson for EE said.

“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.”