Orange Wednesdays is to be scrapped in February 2015, bringing one of the telecoms sector's most popular consumer promotions to an end.
To the horror of film buffs around the UK, EE is ending its 2-for-1 cinema tickets deal, which was launched more than ten years ago.
The buy one, get one free offer - which applies to EE and Orange customers on Wednesdays - was first introduced back in 2003.
However, EE said its customers' viewing habits have evolved and its brand has changed in recent years, so it is "time to move on".
"Orange Wednesday launched over a decade ago and at its peak was a massive success and an iconic promotion," the broadband provider stated.
"The final credits will roll for Orange Wednesdays at the end of February 2015."
EE confirmed it is working on new customer entertainment rewards and will provide more details in the near future.
But this has not prevented disappointed consumers taking to Twitter and other social platforms to protest against the decision.
The growing popularity of online streaming providers - such as Netflix, Amazon Prime and LoveFilm - and increased mobile viewing are believed to have been factors in EE's thinking.
Also, the company has recently launched its own EE TV service, which it is eager to promote.
However, reports suggest EE was unable to reach a commercial agreement with the cinemas, forcing it to withdraw the much-loved Orange Wednesdays perk.