Clare Binns, programming and acquisitions director of Picturehouse cinemas, who participated in the offer, acknowledged the effect it had, but said that its end was far from catastrophic. Orange merged with T-Mobile to form EE in , and the company now say that changing commercial priorities have led to the scrapping of the scheme. Today, February 25, it's all going to happen for the last time. Business Insider announced the deal was ending, after 10 golden years, back in December.
The end of February was the noted culmination of the promotion, so we knew it was coming. But it's come around quickly. Naturally, many are now sad about the final Orange Wednesday and reliving some of their fondest memories on Twitter in a nostalgic haze. One of the most popular memories is remembering that you had to be on the Orange network to make use of the offer. Of course, that was easily avoided — Wednesday afternoon would always be a flurry of texts from people on O2, Vodafone, and Three, all hoping one of their friends would send them the code.
People were incredibly emotional when EE announced the news. Latest news. Get us in your inbox Sign up to our newsletter for the latest and greatest from your city and beyond. Time Out.
Follow us facebook twitter youtube instagram pinterest spotify. Time Out magazine Where to get Time Out magazine. Site Map. Orange Wednesdays started as a bold idea for the mobile network company to give something back to its customers. It did this by leveraging a unique partnership with UK cinemas.
In order to reward customers in an innovative way and differentiate the brand, Orange needed to go beyond typical sponsorship activity e. The idea of giving each of its customers a free cinema ticket each week would do this.
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