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:
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.
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Rich Edmonds was formerly a Senior Editor of PC hardware at Windows Central, covering everything related to PC components and NAS. He's been involved in technology for more than a decade and knows a thing or two about the magic inside a PC chassis. You can follow him on Twitter at @RichEdmonds.