Social network chat application Mxit will become the first social network to premier a full-length feature film on its service. The film A Lucky Man will be made available as a download when Mxit launches its new Cinemo app.
“We know the power of video and want to use this to encourage conversations about social issues such as drug abuse, HIV/Aids and gangsterism,” says Marlon Parker, vice-president of Mxit Reach.
A Lucky Man centres around former gang boss Ernie “Lastig” Solomon, and has been split into 18 four-minute episodes.
Mxit users who wish to view the film will have to download each portion every weekday from today, and the complete film will be released more than a month before its launched countrywide in cinemas.
“We have seen great conversations happen around the social issues raised. These chats are used to raise awareness of and direct users to Mxit communities and services where they can get help should they need it,” Parker added.
According to Mxit, written and directed by Gordon Clarke, A Lucky Man follows Solomons on his search for identity and belonging in a society smothered by crime, violence and abuse
Charlie Fripp – Consumer Tech editor