In the light of media coverage today surrounding the Orange Wednesdays 2-for-1 cinema ticket promotion, the cross-industry body Cinema First has issued the following statement:

“While Orange’s sponsorship of the 2-for-1 offer will soon come to an end, we will shortly announce a new partner for an enhanced cinema ticket promotion, building on the success of the current 2-for-1 in what promises to be an incredible year ahead for UK cinema-goers.’

Cinema First is a broad grouping representing UK cinema exhibitors and film distributors, charged with promoting cinema-going. It is actively supported by both the Cinema Exhibitors’ Association and Film Distributors’ Association.