EE is to drop Orange Wednesdays early next year, having run the cinema discount scheme for the last decade.
The promotion, which offers Orange users two-for-one cinema tickets and two-for-one meals at Pizza Express, will come to an end in February 2015, after running from 2013.
EE said in a statement: “Orange Wednesday launched over a decade ago and at its peak was a massive success and an iconic promotion.
“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.”
Earlier this year, EE pledged its commitment to continuing the Orange and T-Mobile brands amid rumours it was looking phase them out.