Orange extends 2-for-1 cinema deal into 2008

Orange will continue its 2-for-1 cinema offer, Orange Wednesdays, into 2008 and will extend the offer to its 2m internet customers in addition to its existing mobile users.

The scheme is understood to have helped increase cinema audience numbers in the UK, despite a global downturn in admissions. During the scheme's first 30 months the incentive added an extra 2m admissions to UK cinemas.



When the offer first ran, it was accompanied by a film ad campaign featuring Brennan Brown and Steve Furst in respective roles as Dresden and board member Burnley. The ads, created by Mother, featured various celebrities such as Patrick Swayze, Darryl Hannah and even Darth Vader pitching film ideas to the fictional Orange Film Board, only to have mobile ideas shoehorned into their pitches.

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