The Orange Wednesdays app is now available on Nokia’s Ovi Store. The app enables users to see what movies are on near them; watch trailers; read and add reviews; find cinemas and get maps and directions; and send details to a friend from the app. Orange customers can also request, receive and redeem the Orange Wednesdays 2-for-1 voucher direct from the app. “Orange Wednesdays has made a real difference to movie lovers and we’re delighted to bring the Orange Wednesdays app to the Ovi Store,” says Nokia UK head of marketing, John Nichols.
Orange Wednesdays is one of the longest-running and best-known mobile marketing campaigns. The promotion celebrated its fifth birthday in May 2009. At that point, Orange estimated that it had been used 14m times by Orange customers; saved them more than £30m; and resulted in around 3m additional annual visits to UK cinemas. Wednesday has now become the most popular day of the week to go to the cinema outside of the weekend, when it used to be the slowest. 
In the first week of Orange Wednesdays, back in 2004, just 12,039 Orange customers took the plunge, texted FILM to 241 and watched blockbusters such as Gothika and Starsky and Hutch. Currently, around 300,000 people take advantage of the promotion each week.
