EE is to stop doing Orange Wednesdays, leaving the middle of the week bereft of free films and pizza.
The promotion has been running for over 10 years but will cease from February 2015.
"Orange Wednesday launched over a decade ago and at its peak was a massive success and an iconic promotion," a spokesperson told Business Insider.
"After 10 great years our brand has changed and our customers’ viewing habits have also evolved so it’s time to move on.
"That’s why the final credits will roll for Orange Wednesdays at the end of February 2015. We’re working on new customer entertainment rewards and we’ll provide more detail soon."
Orange Wednesdays provided free cinema tickets to anyone on the EE network each Wednesday, and also a main meal and doughballs at Pizza Express – a classic midweek date one-two.
The promotion had apparently seen "significant decline", perhaps because customers are more likely to fire up the tablet than head down to a cinema.
There's no word yet on what the new offer will be, but it better be good.Reuse content