has today announced the extension of its ground-breaking Meerkat Movies partnership with Cinema First, the cross industry body representing both film distributors and cinema operators, for a further two years, taking the promotion up to at least April 2020.

The deal, which offers 2 for 1 cinema tickets to customers purchasing a qualifying product through every Tuesday or Wednesday for a whole year, now accounts for approximately 3 per cent of UK cinema admissions.

Since the promotion launched in April 2015, Meerkat Movies memberships have reached almost 3 million (2.9m); during that time, the promotion has seen over 3.6 million 2-4-1 vouchers redeemed. With an average ticket price in 2015 of £7.21, that means that customers have already saved over £26 million by taking advantage of the partnership.

Commenting on today’s announcement, UK Cinema Association Chief Executive Phil Clapp said:

“This represents a huge vote of confidence by in the UK cinema industry. Even after only a little more than a year, the promotion – backed by the company’s massive marketing resources – has already become a key element of the cinema-going market. This extension of our contract for the offer – shared with colleagues in film distribution – will allow all sides to plan further ahead in making the promotion even more popular, to the benefit of cinema-goers and customers alike.”

The full press notice from announcing the contract extension can be found here.