A new film, about ex-gang boss Ernie 'Lastig' Solomons, is set to premiere exclusively on Mxit.
Mxit users can download A Lucky Man using the newly-launched Cinemo app. A Lucky Man has been broken into 18 four-minute episodes, with a new episode uploaded every weekday at 10am from 18 February 2013.
Cinemo is an app within the Mxit Reach ecosystem, the platform for social good within Mxit.
Marlon Parker, Vice-President 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.
Since Cinemo's launch in January, the app has attracted over 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 counseling service," said Parker.
Written and directed by Gordon Clarke, A Lucky Man follows Ernie 'Lastig' 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 of us are our choices.
Mxit's Cinemo app has been specifically designed for feature phones and is compatible with over 3000 handsets. The files are compressed for the feature phone market and are never larger than 2mb.
"Cinemo combines education, entertainment, counseling support and information into one application. We are keen to see our community’s response to A Lucky Man," concluded Parker.
To add Cinemo as a contact, users should go to Mxit > Tradepost > Mxit Reach > Edutainment > Cinemo
A Lucky Man will be released in cinemas country wide on the 29th March.