Broadband provider EE is to introduce a new £1 movie streaming promotion to replace Orange Wednesdays, which ended last month.
From March 30th 2015, new and existing EE, Orange and T-Mobile customers will be invited to join EE Film Club.
A new partnership with digital entertainment streaming service Wuaki.tv will allow customers to download a blockbuster film rental each week for just £1.
New releases, HD films, Hollywood hits and classic movie rentals will be included in the weekly customer offer.
EE subscribers will be able to take advantage by texting ‘film’ to 141 to receive a promotional code, which can be redeemed between Monday and Wednesday at the Wuaki.tv check out.
They will then have 48 hours from the point of rental to get the popcorn in and watch their chosen film.
Pippa Dunn, Chief Marketing Officer at EE, said more people than ever before are downloading and streaming movies so they can watch at home or on the go.
"With one in three UK adults enjoying digital entertainment every week - and this number is only going to grow - our viewing habits are clearly evolving," she stated.
"This reaffirms our commitment to put customers first as we deliver a series of new offers in 2015."
Ms Dunn said the new weekly £1 film offer is "set to be a box office hit" with EE's customers, who enjoy watching content via their connected devices.
Vincent Petersen, UK Country Director at Wuaki.tv, said the film streaming service has seen "phenomenal growth" in its customer base since launching in the UK two years ago.
"We know that almost a third of our customers already stream their movies to mobile and tablet devices highlighting that EE and Wuaki.tv are perfect partners," he added.