Martin Freeman is to star in the first feature to come out of new British production company Root Films – Svengali- a rock and roll comedy based on the YouTube comedy series of the same name, written by Jonny Owen and Dean Cavanagh.

Cavanagh and Owen wrote the original nine episodes which were broadcast on YouTube last year. The pair have now adapted them into a feature, to be directed by first time feature film-maker John Hardwick, who has directed music videos for Arctic Monkeys, Blur and Travis.

Owen will also star in the film, about a small town guy from the Welsh Valleys who heads for the bright lights of London intent on becoming the manager of the best band in the world, alongside Martin Freeman (who also appeared in the online version), This Is England actress Vicky McClure and Michael Smiley.

Shooting begins on February 27 in Wales, London and Scotland. The film is being privately financed.

Martin was photographed recently with Owen during the filming of Svengali before returning to New Zealand to resume shooting for The Hobbit.