EE, which owns mobile network Orange, has confirmed that the popular 2 for 1 Orange Wednesdays deal will be stopped next year.
The death of Orange Wednesday deal will arrive on 25 February next year after being a hit per for customers for longer than 10 years. The offer meant Orange users could get two cinema tickets for the price of one every Wednesday and also two for one at PizzaExpress by texting 'FILM' to 241.
"Orange Wednesday launched over a decade ago and at its peak was a massive success and an iconic promotion," the company said in a statement. "After 10 great years our brand has changed and our customers' viewing habits have also evolved so it's time to move on."
Orange Wednesdays has been one of the main reasons customers have stuck with the mobile network over the years rather than moving to new owner, EE. Despite the success of the long running offer, EE says it is working on something new.
"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," it added.
It is thought that with the decline of people using the deal and the rise of streaming services like Netflix and Amazon Prime Instant Video, EE couldn't reach a commercial agreement with the cinemas.
Sign up for CIO Asia eNewsletters.