It's become an iconic British institution and many people planned - at least part - of their social lives around it.
But it's all to end.
Orange Wednesdays are being scrapped.
Mobile network Orange launched the two-cinema-tickets-for-one promotion more than 10 years ago and it was a huge hit.
EE kept it going when the company was formed with the merger of Orange and T-Mobile, but it's now pulling the curtain, saying "viewing habits are changing....fewer people using it....you people use on demand".
You know. The usual stuff.
But behind the scenes, it appears EE has been unable to renegotiate the deal with cinema chains.
EE says Orange Wednesdays will end on the last Wednesday in February 2015.
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