Orange Wednesdays to end after 12 years of discount cinema deals

Mobile network EE has announced that it is to end Orange Wednesdays in February.

Orange customers have enjoyed two-for-one cinema tickets every Wednesday since 2003 by sending a text message.

The network also added a two-for-one offer - plus complimentary doughballs - at chain restaurant Pizza Express to the promotion.

However, the Orange website is today showing a short note explaining that the offer is "coming to an end".

"You have until Wednesday 25 February to take advantage of our 2 for 1 cinema tickets and PizzaExpress offer," it advises.

An EE spokesperson told Business Insider: "Orange Wednesday 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.”