http://www.radiotimes.com/news/2015-02-25/orange-wednesdays-ends-today-and-the-internet-is-very-upset

Orange Wednesday's 2 for 1 cinema deals that had been going on for over ten years came to an end on the 25th February 2015. Mobile company EE announced it's plans to end the deal last year as it said that "customers' viewing habits had changed". In reaction to this, apps such as UsherU have been created, in an attempt to replace Orange Wednesday's with finding cinema deals in your area.
- Orange Wednesdays were created in an attempt to increase cinema visits during the quiet weekly periods. It also allowed Orange customers a 2 for 1 main courses with complimentary appetizers at Pizza Express restaurants. Both the cinema ticket and meal offers only required a text ticket from Orange, which is entered at point of purchase.
- Orange offered "Orange Wednesdays" from 2003 until 2014. This enabled any Orange customer to apply for 2 for 1 cinema tickets at participating cinemas, by text message.
EE's decision to stop Orange Wednesday's, will cause a large reduction in the amount of cinema goers (especially teenagers) due to the ever increasing price of a ticket. When the deal first began in 2003, the average price of a cinema ticket was £4.43, which has now greatly increased in 2014 to £6.53, and more than £13 in London. On top of the price of the ticket itself, many cinema goers deem it necessary to buy popcorn and drinks whilst they are there, to complete their cinema experience. This can mean a very high bill once you've come out of the cinema, which can feel very disheartening, especially if the film you watched didn't turn out to be very good. With ever increasing film piracy online, as well as companies such as Netflix providing viewers with the ability to stream movies instantly, EE's decision may be the start of the end for cinemas.