News – Orange movies

UK film-goers are set to benefit from a new strategic partnership between Orange, Britain’s largest mobile phone operator, and cinemas across the country.
From March next year a new scheme will offer two-for-the-price-of-one ticket deals and an integrated m-ticketing initiative enabling the 13 million Orange users to purchase tickets by text message. Orange customers will also benefit from being able to download exclusive film-based content, such as ring tones and games. The scheme has been developed through All Industry Marketing, which represents UK cinema. Cinema attendance in Britain has grown exponentially over the past fifteen years but has recently shown signs of plateauing. Intrinsic to the partnership is the desire to encourage current attenders to visit more frequently. Daniel Battsek of Buena Vista International commented. “The growth of the UK cinema industry is an international success story. The next stage is a comprehensive campaign to incentivise people to go to the cinema more frequently and to see a broader range of films.”