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Sad news, film fans: EE is killing Orange Wednesday

The decade-old free cinema ticket deal will end in February 2015, but EE has promised a replacement.

Jack Black advertises Orange in one of the "gold spot" adverts shown before movies start in UK cinemas. Orange

Bad news for fans of films and free stuff: EE is rolling the credits on Orange Wednesday.

Orange Wednesday is a midweek movie scheme for Orange customers to get two cinema tickets for the price of one each Wednesday. The promotion has been running for more than 10 years, but will end in February 2015 due to declining attendance.

The deal also gets you a free meal at the Pizza Express restaurant chain.

"Orange Wednesday at its peak was a massive success and an iconic promotion," says EE. But now, EE says, "Our brand has changed and our customers' viewing habits have also evolved so it's time to move on."

Orange became part of EE when the network merged with T-Mobile in 2010, throwing the promotion into doubt. It's also far from unique now: rival networks Vodafone and O2 both copied Orange Wedneday, and the coming of 4G has sparked a fresh war of perks and bonuses from each company.

Still, Orange Wednesday was a genuinely great offer -- especially when you consider the price of a cinema ticket these days -- and we're sad to see it go. EE promises a new deal will replace Orange Wednesday, telling us, "We're working on new customer entertainment rewards and we'll provide more detail soon."