Filmmaker and author, Mrs. Laju Iren, has called on emerging creatives in Nigeria’s film industry to balance passion with profitability, warning that creativity without business understanding cannot sustain a career in Nollywood.
Speaking on Thursday at the Creative Economy Stage of Moonshot by TechCabal, Iren said that while storytelling remains a powerful tool for changing lives and shaping culture, the ability to understand the economics of filmmaking is what truly keeps the industry alive.
“You can’t conquer any industry without understanding it,” she said. “The kind of stories I tell are about changing hearts. But to do that sustainably, we must figure out the profit aspect.”
Iren, who produced Loving Amanda, noted that many people underestimate how costly filmmaking can be, despite its social and emotional impact. She explained that creativity alone is not enough in an industry that requires huge financial investment.
“People know how impactful film is, but they don’t know how expensive it is,” she said. “You can have ten story ideas but only enough money for two. To overcome this, we need collaborations.”
Reflecting on her early years in filmmaking, Iren recalled that when she started in 2020, the creative landscape was more challenging, with limited access to digital tools and fewer opportunities for independent producers. She said adaptability and partnerships have been key to navigating today’s fast-changing industry.
On the issue of film distribution, the filmmaker revealed that she had experimented with several approaches, including private screenings and virtual cinemas, before finding a sustainable model.
“My first cinema film is coming soon,” she disclosed. “When we produced Loving Amanda in 2022, many believed Christian films couldn’t succeed in cinemas. The offers from streaming platforms weren’t enough to cover costs, so we explored private screenings, but the logistics were massive.”
According to her, the breakthrough came when her team introduced a subscription-based virtual cinema system that allowed viewers to pay for limited-time access.
“The subscription model worked for us,” Iren said. “Instead of building expensive infrastructure, we paid for platforms temporarily. We ran it for a month and recovered our entire budget.”
She advised filmmakers exploring similar models to be intentional about marketing, pre-orders, and secure payment systems to prevent piracy and maximise revenue.
“If you ever want to do virtual cinema, be deliberate about pre-orders and ensure your film can’t be pirated,” she advised. “Make payment seamless. If you’re new, you must figure out what works best for you.”
Also speaking on the panel, media executive Collette Otusheso shared how her experience in the UK inspired her to tell African stories and create opportunities for local talents.
“I love storytelling — that’s how and why I got into it,” Otusheso said. “I’ve worked with Multichoice, Big Brother, and Tinsel, and I saw a lot of talent that lacked opportunities. That’s why we built Accelerate TV — to provide mentorship and a platform for young filmmakers.”
She explained that Accelerate TV was created to fill the gap left by the absence of formal creative institutions in Nigeria, offering practical training and access to industry mentors.
“We didn’t have proper institutions for creatives, so we created our own,” she added. “We train and connect talents to industry leaders like Kemi Adetiba and others who help nurture their careers.”
Both speakers emphasised that while passion fuels creativity, financial literacy and collaboration are what keep the creative economy alive. They urged Nigerian filmmakers to treat film production not only as art but also as business.
“Creativity is the heart of filmmaking,” Iren concluded, “but understanding the business is its backbone.”
