After the successful Orange Wednesdays programme in the UK, Orange is starting a similar scheme in France.

The first Cineday will be Tuesday, May 10, and will offer 2-for-1 cinema tickets to Orange subscribers.

“We’re a moviegoers country,” said Christine Albanel, head of Orange communication and France’s former Cultural minister, to introduce this offer, “but we still need to support tickets sales, especially on Tuesday, the weakest day of the week for théâtres”.

So on Tuesdays in every cinema in France, Orange subscribers will be able to invite one friend or family member to the movies for free. Suchgenerosity is not disinterested, providing a good way for the company to reaffirm its dedication to cinema and huge investments in film production (€80m during the past threeyears, through different branches: Studio 37, Orange Cinema Series) 

Orange hopes to offer 500 000 tickets by the end of 2011. The cost of this initiative is undisclosed.

Orange Wednesdays started in the UK on 2004. Since then, 27m British Orange subscribers have used the scheme. Such success encouraged Orange to start the concept in eight other territories: Armenia, Austria, Kenya, Luxembourg, Poland, Dominican Republic, Romania and Switzerland.