EE today unveiled Film Club to offer new and existing customers to rent a single title from WuakiTV for just £1 each week. This new service replaces Orange Wednesdays, which closed last month.

The UK mobile operator has essentially taken Orange Wednesdays, scrapped the deal with UK cinemas, and has gone digital. Taking advantage of the company's expansive 4G LTE network, EE customers will be able to rent a film every week for just £1, which can be streamed on supported hardware, including laptops, smartphones, consoles, smart TVs and – of course – EE TV.

EE's Pippa Dunn, chief marketing officer at the mobile operator, added the following to today's announcement:

"More people than ever before are downloading and streaming movies so they can watch at home or on the go. With 1 in 3 UK adults enjoying digital entertainment every week - and this number is only going to grow - our viewing habits are clearly evolving. This reaffirms our commitment to put customers first as we deliver a series of new offers in 2015. The new weekly £1 film offer launches at the end of March and is set to be a box office hit with our customers."

We actually approve of EE's move in a number of ways. It's clear that more and more consumers enjoy content online and the Film Club is just another way to get more consumers on-board. That said, you simply can't beat a trip to the local cinema every now and then – especially if you happen to reside near an IMAX. Partnering up with WuakiTV, a rather unfamiliar name in the UK, EE will offer a promotional code that can be used on the streaming service.

New releases (not currently showing in cinemas), HD films, blockbusters, as well as classic hits, are all included in the EE offer. All you need to decide on is which title you'll gain access to each week, and cough up the £1 charge of course. Much like Orange Wednesdays, all that's required is a quick text containing 'film' to 141 to receive a promotional code. The code can be redeemed Monday to Wednesday on the WuakiTV website.

Source: EE