Orange is a leader in the UK mobile broadband network. On Wednesday August 24, 2011 the company announced a new option for consumers. In addition to offering such things as pay as you go plans, contracts, mobile phones, sim only deals, and mobile broadband Orange will not have Orange Film to Go which allows all consumers to download one film per week without charge. The normal charge is £4.49. Consumers are going to have to enter an access code which they receive from text message, mobile application or a Facebook page. Once the code is obtained they are able to download a film. There is a new title each week, so that the consumers will not get bored of using the free movie download scheme. Other distributors and iTunes paired up with Orange in order to bring this special. Some of the films available will include The Ghost Writer, Che: Part One, and The Wrestler. Consumers that have home broadband from Orange will also be able to take advantage of the free films. Included are also consumers on pay as you go plans, pay monthly, business accounts, and mobile broadband. This should include just about every type of consumer Orange has other than home phone. The films can be viewed on Apple mobile device, PC, or laptop. Once the films are downloaded they are good for 30 days or up to 48 hours from when the user begins to watch the film. In other words, it is not a permanent download. It is like a movie store such as Blockbuster offering a rental for a certain fee. The concept is mostly to entice users to start downloading more movies online, and to eventually pay for them once they see how great the service really is. Orange stated that a two hour film will take up to 1 to 1.5 GB and it could take as much as 18 to 24 minutes to download on connection speeds of 5mb/s. It is a 5 million pound campaign. The ads for the new option will include a 1940s television style commercial that was created by Fallon Agency. The good news is that all mobile broadband users including those with pay as you go plans have access to this new promotion. It will not last forever. Orange is hoping to get new consumers with this deal too. Any consumer that signs up for an account as specified above will have access to the text or email codes in order to get the free movie download each week. The time limit to watch the movies may seem a little harsh, but at least they are available for free. Movie companies are already fighting legally over issues due to pirating, so giving movies for free cannot go on forever. They do have to get a bit of money for the films they make in order to keep producing hit films. Still, for the short time the promotion is around it can be a good thing to have a pay as you go plan, for example, an internet dongle pay as you go.