Filmmaker, Laju Iren premiered her highly anticipated movie Danfo and the Rose in grand style on Thursday, December 19, 2024, at Ebony Life Cinemas, Victoria Island, Lagos. The event attracted notable guests, including Ifeanyi Kalu, Emmanuel Iren, Lead Pastor of Celebration Church International comedian and actor, SLK; Sunshine Rosman, Michael Dappa, Olushola Okodugha, senior Pastor of The New and others.
Directed by Akinkunle Michael Akinrogunde (AMA Psalmist), the film tells the story of a young lady determined to achieve her dreams despite the complexities of life in Lagos. Danfo and the Rose explores themes of finding love in unusual places, the relentless pursuit of one’s dreams against all odds, and the importance of showing love and care to others even while facing personal challenges.
Featuring an impressive cast of Adunni Ade, Debo Adedayo (Mr. Macaroni), Sunshine Rosman, Michael Dapaah, and Sam Dede, the film has been praised for its heartfelt storytelling and thought-provoking narrative.
Asked what inspired the story, Laju Iren said: “I try to tell stories about the things I believe are important. Family, learning to be inspired even when things are difficult, .I tell stories of hope and then stories that have a sense of wisdom in them. I just wanted people to see this from a different perspective. To see the wisdom in listening to the elderly while still pursuing one’s dreams and being able to communicate your dreams and not throw away what you do have. Because of what you are pursuing”
On the impact she sees the movie making, Iren said: “I do hope that it at least gets this new generation to think a bit more critically even when pursuing their dreams. I do hope that it kind of brings both generations together..I do hope it inspires people to look beyond their background and really pursue their dreams wayf from that background. This movie is not as spiritual as some of my films, it has touches and glimpses of that and I wanted to find a way to bring in people who might not watch a truly spiritual film but one that has glimpse and pieces of faith in it while still talking about the issues that they do hold dear”.
Filmmaker and Pastor, Laju Iren, has shared her story on how she balances her multiple roles and passions.
In a recent interview on the WithChude podcast, Laju said her journey began with self-awareness, recognising her strengths, weaknesses, and limitations, which helped her navigate her various roles.
She explained that defining herself through her relationship with Christ, rather than her roles, gave her a deeper sense of purpose and identity.
Laju also highlighted the vital role of her support system, especially her husband, Emmanuel Iren. Describing him as a creative person, she credited his unwavering support for enabling her to pursue her dreams.
“Because I am a girl with much grace, what I learnt very early is to first define myself based on who I am in Christ. Because there are going to be seasons in my life maybe I am not preaching as much or making films. I have a beautiful marriage which is amazing, but the thing is, if you keep defining yourself by roles, once any of those roles are not in their perfect positions, it becomes very difficult to find yourself.
“There have been seasons in my life where I was just a pregnant woman being on bed rest and raising a child.
“One great gift I have is self-awareness. If I am working on anything apart from ministry or family, it is most likely a three to four-month project. One thing that has really helped me is to realize that all the things I do do not define me. I am defined by Christ. Many people are called to be pastor’s wives. Of all the things I do, that one is a lot. I think it is a grace thing. I am also surrounded by incredible people. My husband is a lot of things. He is also a creative guy.”
As a filmmaker, Laju has written inspiring movies such as ‘Mistakenly Yours’ and ‘Loving Amanda’.
Laju Iren Films released its debut feature film, ‘Loving Amanda,’ two years ago, through a unique first-of-its-kind virtual cinema, making over 11 million in sales, making it the biggest virtual premiere of the year.
Two years later, the company went on to beat its own record, with the Biodun Stephen-directed-romantic-comedy, ‘Mistakenly Yours,’ making over 26 million in sales. This Christmas, Laju Iren Films is going three times harder.
“We are releasing three of our best movies in one virtual cinema this Christmas,” said the Executive Producer, Laju Iren, in a statement to newsmen recently. “This is a first for us in more ways than one,” said Iren, “it is the first time ‘Danfo’ and ‘The Rose,’ our young adult film will be released to our expectant audience.
We cannot wait for the world to see the magic put together by our crew, and our star-studded cast, featuring Adunni Ade, Sam Dede, Sunshine Rosman, Michael Dappa, Seun Ajayi, Akah Nnani as well as Adebowale “Debo” Adedayo, aka Mr. Macaroni.
“It is also the first time we are doing a worldwide release during the Christmas season, a feat with our audience is incredibly excited about. Our partners at Unilever, Malta Guinness, and Crust Africa also share greatly in this excitement as evidenced by their support for us from the very beginning of the project.”
In addition, Iren added that this would also be the first time the independent company is releasing three movies at once, adding that “it is three times the stories, three times the inspiration, and three times the drama that our viewers have come to know and love us for, all for the price of one.”
Speaking on pioneering the innovative virtual cinema system that is beginning to revolutionise Nollywood’s distribution system, the filmmaker said, “We cannot continue to wait for permission to tell our stories. Nollywood makes hundreds of films every month, many of which are quality films despite Nigerians’ tough economic terrain. The major streaming platforms only take a handful of films per year, only a small percentage of these movies get the opportunity to be shown in physical cinemas, and the numbers for satellite television are not all that impressive. Quite a number of filmmakers have found success via free-to-air platforms like YouTube, but when you do the maths, it is quite difficult for many filmmakers to make thriving figures from YouTube especially when a film has a relatively high budget. The industry has developed greatly in the area of storytelling, but in the business of distribution, we need more platforms that put more power in the hands of independent filmmakers and enable us to continue to tell even more stories. I believe the virtual cinema platform is one of such, as it enables us to reach the consumer directly.”
In addition to ‘Danfo’ and ‘The Rose,’ two other movies, ‘Loving Amanda,’ starring Blossom Chukwujekwu and Teniola Aladese, and ‘Mistakenly Yours,’ starring Stan Nze and Chinonso Arubayi among others. Viewers can watch from anywhere in the world from December 24- 31st and can purchase tickets for the three movies at the price of from October 28th.
For Laju Iren, stories have the power to change minds by targeting hearts. The filmmaker, author, book writing coach, and pastor at Celebration Church International is redefining Nollywood with meaningful messages and impactful storytelling. Inspired by a desire to create stories that entertain and carry deep values, Laju infuses her work with her faith with the support of her husband, Emmanuel Iren, Laju navigates her roles as a filmmaker and a pastor’s wife in the vibrant city of Lagos with grace and determination. She speaks with ADENIYI ADEWOYIN.
What inspired you to become a filmmaker, and how does your faith influence your storytelling?
I became a filmmaker because I wanted to make the kind of stories that I wanted to watch. I love films but I realized there are many stories out there that might be entertaining but don’t carry the values that I want me and my children to see. And I know that it’s possible for stories to be both entertaining, inspiring, value driven and morally driven. So, I was inspired to be a filmmaker because of the kind of stories that I wanted to see. Of course, my faith influences my storytelling a lot. From when I started writing poems as a child to when I started writing short stories, my faith has always been a huge influence. My faith changed me, and I know that it also has the capacity to change lives. Another interesting thing is that Jesus was a brilliant storyteller. The Bible is filled with lots of stories buttressing this.
I also believe that stories change our minds by targeting our hearts. In other words, if people hear stories they can relate to, they are more likely to be influenced by that story. Sometimes when you’re watching a film with a bad guy you can relate with, you’d be praying for him not to get caught. On a normal day, you wouldn’t side with a thief but because of the things the storyteller has presented to you – the good aspects of this person, how they treat their family, the reason why they are stealing- you’re rooting for the thief. There’s just something about stories that make people seem relatable even when we might be very different from them. So, I also like to tell stories because stories change our minds by targeting our hearts.
How do you balance your roles as a filmmaker and as a pastor’s wife, especially in a vibrant city like Lagos?
I do a lot of things – I’m a pastor, I’m a pastor’s wife, I’m an author, I’m a book writing coach, I’m a mom, I’m a wife- and I will say that God really helps me. I think there’s a lot of grace involved. God has really en-graced me to do all that I do.
The second thing is, I do have very strong support systems in my husband, parents, parents-in-law, my support staff and my team in my company. There’s a lot of support. It takes an entire village that I’m very grateful for. I also try to check in with the core people in my life and adjust when need be. If I notice that I haven’t really spent time with my children or husband as much as I should, I work on it. I try to gauge how I’m spending my life per time. Sometimes, I get really busy in a particular area of my life, and I try to readjust. It’s like when you’re driving, you’re not driving straight all the time. Sometimes you need to swerve a bit more depending on what direction you are going.
Another thing I’m learning is that I cannot be everything to everybody at the same time. I prioritize my family as much as possible even though I also try to prioritize work. I make sure as much as possible to do myself the things that only I can do for my kids and husband and for the things people can help me do, I’m open to help and support.
I also work really hard. I think hard work is also a major factor. I’m thankful to enjoy what I do. I wouldn’t agree that you won’t have to work a day in your life if you enjoy what you do. I think it just makes it easier and more exciting. And, even though I enjoy what I do, I don’t do all of them at the same time all the time. Sometimes I put some things on the back burner so I can do some other things.
Can you share a memorable experience from one of your film projects that profoundly impacted you or your audience?
There are so many moments but one comes to mind now. I was going through a tweet a while back and the major tweet asked people how they became born again. Someone responded on how she had seen my film, Loving Amanda, and as result of seeing the film, she decided she wanted to become born again and know God better. To have memorable experiences like that is so powerful. I’ve seen people who say, “Watching your film, During Ever After, the series, saved my marriage.” Hearing the testimonies of how our stories are changing lives, is so impactful for me, much more than any award or recognition.
In your opinion, how can films be used as a tool for social change, particularly in a religiously diverse and culturally rich society like Nigeria?
I think that when people make films, even though they should be entertaining, we need to look beyond the entertainment and realize that films can make an impact. The way people dress and speak in films can affect the way people do these things in their daily lives. The values we portray in films can affect the kind of values people will mirror back. I think it’s important, especially for Christian storytellers, that we realize the impact we have the capacity to make. One thing that irks me is the fact that many times when you see Christians being portrayed in films, they are usually the ones being pretentious, extremely judgmental or not doing what they are supposed to do. I feel like when it comes to the representation of Christianity in storytelling, it’s in the movies that Christians and pastors are usually misrepresented. It irks me because there are pastors who have gone out of their way to be there for Church members. If you ask many Christians the impact that their pastors have made in their lives, you’d be surprised. Many have come out of depression, had an education, beat habits, had fatherly/ motherly love and care because of their pastors. But, whenever you see a pastor portrayed in many films, he’s usually fake. It makes me wonder why the 1% should represent the 99%.So, we need better representation of faith, the Church and the Kingdom of God as we know it. We need better representation of marriages and families. We can’t keep complaining that the world isn’t doing it our own way. It’s the world’s responsibility to do things their way and our responsibility to show the Kingdom way.
What challenges have you faced as a female filmmaker in Nigeria, and how have you overcome them?
I think that Nollywood in many ways is an industry for women. Since the three years that I’ve been here, I haven’t experienced anyone doubting my abilities because I am a woman. If you come into the industry, you can easily count tons of female filmmakers. I think that those who went ahead have done a good job of paving the way.
I haven’t found any disadvantages to me as a person because I am a woman… not in Nollywood because a lot of people in the business are women. We may not have as many women in the technical fields as men but we have a lot of female directors. There are some female DOPs, many female producers, and many people in the distribution business who are women. I think it really is our time as women in Nollywood. For me, the industry has been kind. Of course, there are challenges of filmmaking in Nigeria but I haven’t had any challenges peculiar to me because I am a woman.
Your work often delves into complex themes. How do you approach the process of weaving these narratives into your films?
I like simple stories but I think that at the core human beings are complex so I always try to start from the known to unknown. So, it might be a story about redemption or about guilt but I start telling my story from relatable happenings, feelings and emotions. So, I move from the known to the unknown. But I think I generally tell relatively simple stories because I want people to be able to relate. So, it’s really about inspiring people in the long run.
How do you think the Nigerian film industry (Nollywood) has evolved over the years, and what role do you see yourself playing in its future?
That’s such a marvelous question. I still remember the VCD era, when we used to go rent them, watching Rita Dominic, Desmond Elliot, Jim Iyke and others on TV. I remember when the cinemas came out; I don’t think I had the chance to go to a cinema until I was an adult. I remember that I was a child when Silverbird first opened up their cinemas and I remember thinking, “Wow, I haven’t seen anything like this before. How does this thing work?” And so, my parents told me about the good old days when there were some cinemas that worked in Nigeria but they closed down. And then we evolved there from the DSTV age to the age of streamers where we now have people all over the world watching Nigerian films. I think it’s been so powerful but I think there’s even more. I think it doesn’t hurt to see more money invested in Nigerian films. I’m grateful about the evolution of the film industry and I think we’re getting better. Nigerian and non-Nigerian film makers have also learnt to make money from YouTube. But it will be really good to see better funding for films, even much bigger offers for Nollywood films as well as various other distribution methods because it seems most of us are focusing on just streamers at this time. It will be nice to see the process being democratized such that new film makers can come and have better opportunities. YouTube is already doing that and with our virtual premiere, we are hoping it’s a line that more young filmmakers can tow.
As someone who is deeply connected to spirituality, how do you navigate the portrayal of religious themes in your films to ensure they resonate with a diverse audience?
I think we have to understand that when it comes to the subject of God, people are not as ignorant as we’d like to think. Almost everybody in Nigeria is deeply religious. So, I feel we must rid ourselves of the notion that religious things are unrelatable. Everyone knows someone that’s either a Christian or Muslim in their family and friends circle. So, religious things are relatable things because statistics prove that Nigerians are a religious people. But I think when it all comes down to it, when I pursue stories, my desire is to portray Christ and His ideologies and that resonates with so many people; what we have to do is ensure we are telling the stories in a relatable way.
Eternity has been planted in the hearts of everyone and whether we like it or not, people think about God more than they’d like to admit. And, it’s not just Christian stories we’re writing, we’re talking about love, life and these are things that people relate with.
How do you think your perspective as a filmmaker has influenced your community, both within and outside your congregation?
I think people are beginning to see the kind of stories they’ve always wanted to see with the work we do. There’s been a huge desire and a lot of people are interested in seeing Christian content in recent times. So, when people see what we do, it’s something that resonates with them and they are excited to be a part of.
What advice would you give to aspiring filmmakers, especially those who want to infuse their work with meaningful messages?
I would say start with what you have. I made my first film with about N600,000 and more than half of that was sponsorship from a friend’s brand. Start with what you have. What are the connections you have too? The next thing will be to keep training, improving and being as excellent as you can be. Another thing to know is that you are not making stories that people don’t want to hear but need to hear, you are making stories people want and need to hear. Any time there is a film that goes viral and goes against the tenets of our Christian faith, there’s such a wild uproar because people know it shouldn’t be done. The number of people speaking out against these things show that there’s a market for us; we must understand this- that there is a market for us.
I feel that Christian storytellers need to embrace the business side of things. You can’t really capture an industry if you haven’t captured the economy. Focus on the business side of things. Also, don’t do substandard work because it’s a Christian film. Because our God is excellent. As a Christian storyteller, you should follow suit.
What is it like to be the wife to one of the most popular pastors in Nigeria?
I consider it an honor to be married to my husband not just because he is popular, but because he’s a great guy. He’s such a wonderful individual. I’ve known him for nearly 2 decades- since 2007- and he’s been consistent in character and growing in doctrine. And, he really does care about the Lord and His people. I feel for me, that is the catch.
I always tell people, “Don’t just marry the office, marry the man.” So, I’m very grateful to be married to such a great guy. I’m thankful that the work that He has done and the work we continue to do is getting the attention of people because it means that more people are getting to experience progress as joy in the faith. And whatever comes with the assignment, God has prepared us for it .So we will succeed regardless.
What’s the highest role religion can play in our society?
I think we have to understand that there is a God and we are not Him. Before society was, Godwas. It is He that made us and not us ourselves. So, I think we must take a bearing from what God will have us do based on His Word rather than expecting Him to take a bearing from the Society. We are made for Him and not Him for us. So, if we are really going to achieve our highest calling and fulfill our greatest potential, we must look to the person from whence they came. Heaven and Earth will pass away but the Word of God will still remain.
What is the future like for Laju Iren films?
Well, in the near future, we are making our film – Mistakenly Yours- hoping to sell 50,000 tickets and make 250 million naira. So, let’s start from there and we’d move on to making global impact and global stories, telling billions of people around the world inspiring stories, creatively told, and making billions while at it to tell even more stories and empower more of the Lord’s storytellers.
What are your hobbies?
The same things I do for work are the same things I do for fun. But I really love to watch movies, I like to read, I like to write and I love spending time with my family. Because I am a new mom, I’ll also say sleeping; even though people say sleeping is not a hobby. But I feel like when I have the opportunity to sleep, it’s a gift, it gives me.
Laju Iren, the film practitioner behind Laju Iren Films has announced the upcoming release of the production house’s latest film, ‘Mistakenly Yours.’
Scheduled for 2024 Easter celebrations, Iren and her team are attempting to make a 250 million record sales with the new film.
Iren noted that the faith-based romantic comedy, which is directed by Biodun Stephen, will be available for viewing worldwide through virtual cinema, offering audiences the chance to buy tickets and enjoy the film during the Easter season.
“It remains absolutely necessary to continue to find ingenious ways to democratise the film distribution process, while remaining empowered to tell inspiring stories like ours.
“The stakes are much higher now. In an ambitious attempt to sell at least 50,000 tickets and raise 250m in sales, it’s go big or go home. We’re taking no prisoners as we move into uncharted territories. We have given 1000 percent to the film, we are leaving no stone unturned regarding the viewing experience, and our audience is excited to support us on this adventure. This is a story everyone needs to watch, and we are confident that anyone who loves quality entertainment will pay to see this,” she said.
Laju noted that viewers can watch the film from anywhere in the world during the Easter season after getting tickets beforehand at the film’s website.
The film will screen virtually from Good Friday, March 29, to Easter Monday, April 1.
‘Mistakenly Yours’ follows the story of a beautiful filmmaker with a promising future and a clergyman with a dark past, who are forced into an engagement of convenience to fulfil their goals, but ultimately find themselves on a different, more fulfilling, albeit surprising trajectory of love and redemption.
Laju Iren, the film practitioner behind Laju Iren Films has announced the upcoming release of the production house’s latest film, ‘Mistakenly Yours.’
Scheduled for 2024 Easter celebrations, Iren and her team are attempting to make a 250 million record sales with the new film.
Iren noted that the faith-based romantic comedy, which is directed by Biodun Stephen, will be available for viewing worldwide through virtual cinema, offering audiences the chance to buy tickets and enjoy the film during the Easter season.
“It remains absolutely necessary to continue to find ingenious ways to democratise the film distribution process, while remaining empowered to tell inspiring stories like ours.
“The stakes are much higher now. In an ambitious attempt to sell at least 50,000 tickets and raise 250m in sales, it’s go big or go home. This time, it’s much bigger, and much better. We’re taking no prisoners as we move into uncharted territories. We have given 1000 percent to the film, we are leaving no stone unturned regarding the viewing experience, and our audience is excited to support us on this adventure. This is a story everyone needs to watch, and we are confident that anyone who loves quality entertainment will pay to see this,” she said.
Laju noted that unlike physical cinemas, where the audience need to step out of the comfort of their homes to watch, viewers can watch ‘Mistakenly Yours’ from anywhere in the world during the Easter season after getting tickets beforehand at the film’s website.
The film will screen virtually from Good Friday, March 29, to Easter Monday, April 1.
‘Mistakenly Yours’ follows the story of a beautiful filmmaker with a promising future and a clergyman with a dark past, who are forced into an engagement of convenience to fulfil their goals, but ultimately find themselves on a different, more fulfilling, albeit surprising trajectory of love and redemption.
