A full-length feature film will today premiere exclusively on Africa’s social network Mxit in a move aimed to educate the masses against perils like drug abuse, HIV/Aids and crime.
The film dubbed A Lucky Man, is about Ernie “Lastig” Solomons, a legendary ex-gang boss.
Speaking on the development, Marlon Parker, VP of Mxit Reach said“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.”
The film is within the Mxit Reach ecosystem and users can download it via the newly-launched Cinemo app. The film has been broken into 18 four-minute episodes and every weekday a new episode will be uploaded for Mxit users.
Parker adds that Cinemo has three content streams and movies of which ‘A Lucky Man’ is the first. The film deals with societal issues such as condom use, and music videos like Freshly Ground’s popular, ‘Take me to the dance’. Cinemo app was launched in January and now has over 90 000 subscribers. The apps content combines education, entertainment, counselling support and information.
Mxit expects to raise awareness among the Mxit user communities through the Cinemo app which was specifically designed for feature phones and compatible with over 3 000 handsets.
The film was written and directed by Gordon Clarke and follows Solomons on his search for identity and belonging in a society smothered by crime, violence and abuse. The movie raises questions of identity, destiny, self-preservation and how, in the end, all people are their choices. The film will be released in cinemas countrywide on 29 March.