“Orange Thursdays” launches to trump O2 film offer

Orange has launched a new film download service in a bid to retain its association as the movie mobile network, after O2 launched a rival cinema offering last month.

Film To Go TV campaign: exploding popcorn

Film To Go will allow Orange customers a free film download from iTunes worth up to £4.49 from this Thursday (11 August).

The offer forms part of the brand’s “more from Orange, for you” customer loyalty strategy and complements the existing “Orange Wednesdays” offer, that permits its customers two-for-one cinema tickets at a variety of venues.

Film To Go is set to trump O2’s latest loyalty offer, Priority Moments, which includes a partnership with Odeon that allows its customers half price adult cinema tickets from Sunday to Thursday. Priority Moments also comprises a number of exclusive high street offers.

Orange’s Film To Go launch will be promoted with a £5m multiplatform campaign, to highlight that its customers will be able to watch free films on a variety of devices, from tablets to smartphones. The TV spot was created by ad agency Fallon.

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