Laju Iren Films is taking an ambitious leap by releasing three films simultaneously in a single virtual cinema this Christmas season.
The Executive Producer, Laju Iren, expressed her excitement about this expansion, describing it as “a first in more ways than one.”
This release will feature Danfo and The Rose, a highly anticipated young adult film, along with two popular titles from their lineup, Loving Amanda and Mistakenly Yours, creating an enticing package for fans during the festive period.
Laju Iren Films initially made waves in Nigerian cinema with its debut feature, Loving Amanda, released through an innovative virtual cinema platform.
This unique distribution method allowed viewers to enjoy the film online, generating over 11 million in revenue and securing the biggest virtual premiere of the year.
The success of Loving Amanda not only marked a milestone for the company but also showcased the potential of virtual cinema in Nollywood’s evolving distribution landscape.
Two years later, Laju Iren Films surpassed its own success with Mistakenly Yours, directed by Biodun Stephen. This romantic comedy further established the company’s growing influence in Nigerian cinema, making over 26 million in sales.
Such achievements highlighted the popularity and profitability of the virtual cinema model, which had previously been an unexplored avenue for Nollywood. It also cemented Laju Iren Films’ reputation as a trendsetter in the industry.
The upcoming virtual release will feature a star-studded cast, including prominent names such as Adunni Ade, Sam Dede, Sunshine Rosman, Michael Dappa, Seun Ajayi, and Adebowale “Debo” Adedayo, also known as Mr. Macaroni.
Iren noted the enthusiastic response from their partners, Unilever, Malta Guinness, and Crust Africa, who have been supporting the project from its early stages. This partnership not only amplifies the film’s reach but also signifies growing corporate interest in supporting Nollywood’s digital distribution efforts.
The company’s decision to release three films simultaneously is groundbreaking for an independent studio in Nigeria. Laju Iren emphasized that this approach offers “three times the stories, three times the inspiration, and three times the drama” that audiences love, all bundled into one ticket price.
This bundled offer aims to maximize viewership and deliver significant value, making quality entertainment accessible for more fans around the world.
Laju Iren, a pioneer of the virtual cinema model, has pushed boundaries in Nollywood’s distribution system. She argued that relying solely on major streaming platforms or traditional cinemas limits filmmakers’ opportunities to share their stories.
Despite the high quality of Nigerian films, few are selected by these major platforms, and even fewer gain traction on satellite TV. According to Iren, virtual cinema offers a solution that empowers independent filmmakers to reach audiences directly, bypassing the restrictions of conventional distribution channels.
In addition to the new release, Danfo and The Rose, the lineup will include Loving Amanda, starring Blossom Chukwujekwu and Teniola Aladese, and Mistakenly Yours, featuring Stan Nze and Chinonso Arubayi.
This holiday release will be available worldwide, allowing audiences from any location to enjoy these films. With virtual tickets going on sale on October 28th, fans will have the chance to immerse themselves in these cinematic stories from December 24th to 31st.
Overall, Laju Iren Films’ upcoming triple release exemplifies its commitment to pioneering digital distribution and expanding Nollywood’s reach.
Through partnerships, a star-studded lineup, and an innovative business model, the company continues to set new benchmarks for Nigerian cinema, promising an exciting Christmas for movie enthusiasts.
