More than 200 latest release titles available

LONDON — U.K. digital communications company EE is set to launch a multi-platform film service powered by leading European movies-on-demand provider FilmFlex.

In an announcement on Tuesday that EE will launch the U.K.’s first 4G mobile service on Oct. 30, the company revealed plans to launch a series of new business and consumer “next-generation” digital services utilizing its superfast mobile and fixed speed services.

The first initiative will be EE Film, the only U.K. service where consumers can access two-for-one cinema ticketing, listings, trailers, film downloads and streaming all in one place.

The EE Film Store app will allow users to stream or download more than 200 latest release titles from £0.79 ($1.26) to their smart-phone, tablet or laptop. The service, which will soon be available to customers on all cell-phone networks on a wide range of smart-phones and tablets, also allows EE users to stream a film on a mobile device while on the move and using Pause & Play, pause it and pick it up on another device to finish at home.

The Film Store has a library of more than 700 films supplied by FilmFlex, the movies-on-demand service that has content supply deals with more than 30 distribs, including the six major Hollywood studios, and leading U.K. independents and boutique distribs, including Lionsgate, eOne, Momentum, Icon, Vertigo, Revolver and Soda Pictures. FilmFlex offers more new releases to rent online than any other on-demand provider in the U.K.

As part of the EE Film service, the company will also be offering EE mobile and broadband customers a free film each week until February 2013 to celebrate the launch of the service. Customers will be able to stream or download a film every week without impacting their data allowance. EE will cover the data costs of the film.

The company is also launching a new two-for-one cinema ticket offer for U.K. audiences, which will run on Wednesdays, concurrent with the existing Orange Wednesdays two-for-one ticket offer. Orange Wednesdays was launched in 2003 by cell-phone operator and internet service provider Orange, allowing customers to apply for a code that can be used in cinemas across the U.K., including the Odeon/UCI, Cineworld, Vue and Apollo exhibition chains.

An EE spokesperson told Variety the EE offer will be available in the same theaters that participate in the Orange Wednesday promotion, with EE customers able to access a code through the EE Film app or via SMS.

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