Robin Williams’ final film is set to launch its trailer on the social media app Snapchat.

The trailer for British comedy Absolutely Anything, which also stars Simon Pegg and Kate Beckinsale, will premiere on Snapchat’s Discover section on Saturday, and be available for one day only on the MTV channel of the app.

(Screenshot)
(Screenshot)

Snapchat added the Discover feature earlier this year to offer users of the photo and video app, where media disappears shortly after being seen, a new way of getting news and other updates.

The trailer’s appearance is part of a new deal between the movie’s studio, Lionsgate, and Viacom, which operates MTV. It will be the first time Lionsgate has launched a campaign by an app. Williams plays the role of talking dog Dennis in the movie.

In February, Madonna revealed the first music video from her latest album using the app.

Philip O’Ferrall, from Viacom International Media Networks, said: “We are constantly looking for innovative and creative ways to work with our partners who want to engage with the MTV demographic.

Snapchat content is now coming from wider sources (Screenshot)
Snapchat content is now coming from wider sources (Screenshot)

“This partnership with Lionsgate gives us a great opportunity to provide our fans with content we know will excite them, while Snapchat offers us the perfect platform to reveal this world exclusive straight to their most cherished devices.”

The Snapchat Discover feature was announced in January, and contains news and updates from a range of sources including Sky News and the Daily Mail, delivered in the short video style of the app, as well as with text.

The app is engaged in an ongoing social media rivalry with the likes of Twitter and Facebook, and has introduced a money transfer feature called Snapcash that enables users to send money to friends using the app’s chat feature.

The app has been valued at more than $10 billion (£6.5bn) and though official numbers are not known, is estimated to have around 200 million active users, and in May last year the app confirmed that 700 million photos were sent each day.