A Lucky Man, a film about the legendary former gang boss, Ernie “Lastig’ Solomon, is the first full-length feature film to premiere exclusively on a social network.
Mxit users can download the movie using the newly launched Cinemo app. A Lucky Man will show in 18 four-minute episodes with a new episode being uploaded every weekday at 10h00.
Cinemo is an app within the Mxit Reach ecosystem, the platform for social good within Mxit. Marlon Parker, vice president of Mxit Reach says, “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. Cinemo has three content streams. It has movies, of which A Lucky Man is the first, public service announcements on issues such as condom use and music videos.’
Since Cinemo’s launch in January 2013, the app has attracted more than 90 000 subscribers. “Most importantly 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. With one click a user can go from a conversation about drug abuse to the Angel Network, our anonymous drug counselling service,’ says Parker.
“A Lucky Man reflects many of the incredibly difficult social issues South Africans face. I am looking forward to the conversations these episodes inspire,’ adds Parker.
Written and directed by Gordon Clarke, A Lucky Man follows Ernie “Lastig’ Solomons on his search for identity and belonging in a society dominated by crime, violence and abuse. The movie raises questions of identity, destiny, self-preservation and choices.
Mxit’s Cinemo app has been specifically designed for feature phones and is compatible with more than 3 000 handsets.
“Cinemo combines education, entertainment, counselling support and information into one application. We are keen to see our community’s response to A Lucky Man,’ concludes Parker.
A Lucky Man launched on Mxit on Monday 18 February and the movie releases in cinemas countrywide on 29 March.
Visit http://www.aluckymanthemovie.com for more information about the film.
