Orange (UK) - Marketing - Orange Gold Spots

Orange Gold Spots

At most cinemas across the UK, advertisements for Orange are shown directly before the film, after the other adverts and film trailers. These ads are officially known as "Orange Gold Spots". The adverts feature short sketches involving various celebrities including; Rob Lowe, Dennis Hopper, Macaulay Culkin, Val Kilmer, Mena Suvari, Michael Madsen, Steven Seagal, Sean Astin, Patrick Swayze, Carrie Fisher, Roy Scheider, Spike Lee, John Cleese, Anjelica Huston, Jack Black, Alan Cumming, Verne Troyer, Daryl Hannah, Ewan McGregor, Snoop Dogg, Darth Vader, Emilio Estevez, Juliette Lewis, Sigourney Weaver and Danny Glover, The A-Team. Throughout the sketch, a pair of fictional Orange executives, played by Brennan Brown and Steve Furst, manipulate an idea into film which promotes Orange through product placement, despite the product being completely 'out-of-place' (a mobile phone in a Western Film is one example); the catch line is "Don't let a mobile phone ruin your movie. Please switch it off." After five years, Orange changed advertising agencies and replaced the fictional Orange Film Funding Board with adverts in which the characters now run a film studio, remaking classic films with incongruous mobile phone references inserted.

In April 2010, Gold Spots featuring specific forthcoming films replaced the Orange Film Funding Board parodies. The new adverts, promoting specific movies released by 20th Century Fox, feature the stars of the movie filming scenes in-character of crassly incongruous Orange product placement, before breaking character to complain. The first advert featured the cast of The A-Team, followed by a spot starring Jack Black in Gulliver's Travels, followed by a spot Jesse Eisenberg and Anne Hathaway in Rio, followed by a spot in Diary of a Wimpy Kid: Rodrick Rules.

In addition to this Orange has offered "Orange Wednesdays" since 2003. This enables any Orange customer be they pay as you go, pay monthly or an internet customer able to apply for 2 for 1 cinema tickets at participating cinemas, by text message. This was a result of Orange attempting to increase cinema visits during the quiet weekly periods. The Orange Wednesdays promotion also allows Orange customers a 2 for 1 main courses with complimentary appetizers at PizzaExpress restaurants. Both the cinema ticket and meal offers require only a text ticket from Orange, which is entered at point of purchase.

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