The operator has partnered with online streaming service Wuaki.tv for the promotion, which offers films ranging from Disney classics to new release Gone Girl. EE Film Club will be available from 30 March.
EE customers who text the word ‘film’ to 141 will receive a promotional code, which they can redeem on the Wuaki.tv site or app. They can then choose a film to hire over the next 48 hours and watch it on mobile, smart TV, games console, desktop or tablet.
There is a catch – the offer is only available between Mondays and Wednesdays. That means a customer could pick a film on Wednesday evening to watch on the Friday night. The other catch is that texts cost 35p.
Customers can only redeem one film per week with their code, and they must also sign up with Wuaki.tv to take up the offer.
The Netflix generation stays in
EE Film Club comes after the operator axed Orange Wednesday, its long-running two-for-one cinema ticket offer. It is understood that take-up for the offer was declining, as consumers switch to on-demand streaming services.
To back that up, EE has commissioned research from YouGov showing changing consumer habits, with more than 50% of UK adults downloading or streaming films and TV shows every month.
While the death of Orange Wednesday spells the end of cheap date nights at the cinema, a digital-only offering makes considerably more sense for EE as a brand.
The operator has carefully manoeuvred itself to become the premium network for internet addicts, and broadened out its own digital entertainment offering with the launch of a set-top box.
EE CMO Pippa Dunn said: "More people than ever before are downloading and streaming movies so they can watch at home or on the go.
"With 1 in 3 UK adults enjoying digital entertainment every week - and this number is only going to grow - our viewing habits are clearly evolving. This reaffirms our commitment to put customers first as we deliver a series of new offers in 2015."
A spokesman told Marketing that a second digital-related promotion will be announced in the coming weeks.