Orange puts discount tickets online

More than 90% of U.K. theaters participate in offer

By ARCHIE THOMAS

Cell-phone giant Orange has extended its successful Orange Wednesdays two-for-one cinema tickets promotion to its 2 million online customers.

Over the past 2½ years, the warmly received Orange Wednesdays offer has been credited with boosting Wednesday admissions considerably in Blighty.

Orange phone users who text message 241 to Orange receive a unique code by return text entitling them to two tickets for the price of one on Wednesdays. Offer will continue through 2008, with dialup Orange customers now also also able to participate.

Audience awareness for the offer was built by cinema ads featuring Patrick Swayze and Steven Seagal. More than 90% of U.K. theaters participate in the Orange Wednesdays offer.

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