As part of its drive to be all things entertainment for its customers, AT&T is expanding its “Ticket Twosdays” (which give away free movie tickets to customers every Tuesday) to its DirecTV, AT&T U-Verse TV and home Internet customers. 

The program had previously been available to AT&T’s postpaid (contract) wireless subscribers. The program expansion now applies to 38 million customers, according to AT&T. 

“We always planned on offering Ticket Twosdays benefits to our TV and Internet customers,” Neil Andrews, director of product marketing management for AT&T Entertainment Group, tells Marketing Daily. “We believe [the program] has been very successful; we’re hearing great feedback from our customers.”

AT&T introduced its “Thanks” program last summer, including the Ticket Twosdays offer (which grants a free companion ticket via a coupon code when one is purchased at full price), Live Nation priority pre-sale access for some experiences and unique content for DirecTV subscribers. The program was initially offered to contract subscribers “in good standing.”

In addition to expanding the program to more customers, AT&T is adding the Cinemark chain of theaters to the promotion, expanding its footprint by 25%. Andrews says the addition was “critically important,” giving AT&T the opportunity to work with the three biggest theater chains, and making it “easier than ever for our customers to get a free movie on us.”