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Curtain up with Orange

Cinemas are looking to boost their audience figures on quiet Wednesdays with a two-for-one mobile ticket offer in conjunction with Orange.

Customers text Orange to get a ticket reference number and can use the cheap tickets at almost any cinema in the UK. Orange is using mobile voucher systems specialist Flytxt to deliver its ‘Orange Wednesdays’ campaign.

Flytxt has chosen ActiveMedia Technology to install ticketing boxes at cinemas which can authenticate the electronic cinema ticket vouchers held on users’ phones. The Orange Wednesdays campaign will be run by Flytxt for three years, and is part of Orange’s long-standing support for the British film industry.

Electronic coupons have already been used in other areas of the entertainment industry, including at some night clubs, where those queuing up could gain entry by flashing their mobile phone to a bouncer, who would read a special code downloaded by the clubber as part of a promotion.

The three-year Orange campaign is obviously more sustained, and will also boost mobile data traffic on the Orange network – participants in the promotion will be tempted to visit the Orange mobile portal, where they can access film reviews, cinema listings, film video clips, and download ring tones and games.

This article was part of Computer Weekly's enterprise mobile business channel, sponsored by Nokia


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