EE has at last lifted the lid on the customer incentive intended to replace the much-loved institution that was Orange Wednesdays.
And as we predicted way back when, it’s a paid-for video streaming service, priced £1 per movie, that’s taking the place of the two-for-one cinema tickets promo.
Dubbed EE Film Club, the service will give all new and existing customers "access to the latest blockbuster films and cinema classics every week…through Wuaki.tv".
To take advantage of the EE Film Club promo, customers must text ‘film’ to 141 to receive a promotional code. This can then be redeemed Monday to Wednesday at the Wuaki.tv check out.
What’s not yet clear is whether the movie stream will count down against your usage allowance. But we’ve contacted EE, whose existing movie rental offer waives any data charges customers accrue watching movies, to find out. We’ll let you know what they say.
Update: EE got back to us to confirm that movies streamed through Film Club will count towards users' data allowances. But, of course, you can avoid that by streaming over Wi-Fi.
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."
Dunn added: “This reaffirms our commitment to put customers first as we deliver a series of new offers in 2015.
“The new weekly £1 film offer launches at the end of March and is set to be a box office hit with our customers.”
After over a decade, the cinephile-friendly Orange Wednesdays incentive ended back in February. Its curtain call was in conjunction with the now-defunct Orange and T-Mobile brands that were associated with it heading off to a Florida retirement home to reminisce over the good times. And presumably talk about how they ‘didn’t get small, the movies did’.
Wuaki.tv, which comes installed in EE TV boxes, is apparently 'Europe’s fastest growing video on-demand streaming service".
What's your take on EE Film Club as a replacement for Orange 2for1 Wednesdays? Is it a great second act? Or a weak plot twist? Let us know in the comments section below