EE mobile and broadband customers will lose the perk of getting 2for1 cinema tickets on Wednesdays from 25 February next year, as the telecoms giant is scrapping the offer.
The company, which was founded in 2010 via the merging of Orange and T-Mobile, is ending its long-running cinema deal, which enables EE mobile and broadband customers to get two cinema tickets for the price of one every Wednesday.
The deal was first offered by former telecoms provider Orange 10 years ago, and EE continued the promotion after the merger for EE and Orange customers only. The deal was never extended to T-Mobile customers.
The firm's 2for1 offer on both mains and dough balls at most Pizza Express restaurants every Wednesday will also be axed from the same date.
The offer will be replaced with a new entertainment deal from EE, although the details of this are yet to be announced.
Industry insiders also suggest the 2for1 cinema deal may be taken over by comparison site Compare the Market. A spokesman for Compare the Market told us: "We can confirm that we are currently exploring a mutually beneficial partnership with the cinema industry."
'Viewing habits have evolved'
On the promotion ending a spokesperson for EE says: "Orange Wednesdays 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."
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You can still get the offer for now
Until 25 February you can continue to get 2for1 cinema tickets and Pizza Express meals and dough balls by texting FILM to 241, calling 241, or by using the networks' apps. You'll then be sent a code to your mobile, which costs 35p, to show at the cinema box office and at participating Pizza Express restaurants.
For more information on how to get the offer, including a loophole for non-EE customers, see our Orange/EE Wednesdays 2for1 cinema tips & tricks guide.