As a part of my series about leaders helping to make the entertainment industry more diverse and representative, I had the distinct pleasure of interviewing Anita Verma-Lallian.
Anita Verma-Lallian is the founder of Arizona’s first female and South Asian-owned film production company, Camelback Productions — the first company of its kind with a focus on South Asian storytelling. She is also a real estate developer and CEO/Founder of Arizona Land Consulting, where she provides full concierge services for land seekers and developers of all types of sites and assists investors in discovering viable properties in the West Valley. Anita has been named one of So Scottsdale’s People to Watch, an AZBusiness Leader by AZBusiness Magazine, a Women in Power by Commercial Executive Magazine, and one of Modern Luxury Scottsdale’s Dynamic Women in 2021.
Thank you so much for joining us in this interview series! Can you tell us a story about what brought you to this specific career path?
As a South Asian woman growing up in the United States, I remember watching TV and feeling that something was missing — I rarely saw people in the media who looked like me or shared my cultural background. Over time, it became more evident to me that there was a lack of representation in the media and a void that needed to be addressed.
Something particular that comes to mind is the experiences that my daughter was having as an aspiring young actor. She has been involved in the world of musical theatre for a long time, and often found herself cast in stereotypical roles that had nothing to do with her talent, but rather because she “looked a certain way”. This was a source of constant frustration and ultimately catalyzed for me to take action. It inspired me to launch Camelback Productions in Jan 2023, a production house that is grounded in championing diversity and representation while challenging traditional casting norms and fostering a more inclusive environment.
Can you share the most interesting story that happened to you since you began your career?
One of the most interesting things that unfolded was the writer’s strike in May 2023 — only a few months into the creation of my production house. It was an interesting time, marked by the challenges of navigating the strike’s impact and the critical decisions surrounding movie production timing. During this time, I had the opportunity to meet a range of industry professionals and listen to their unique struggles — an invaluable experience that has helped me shape the way forward for Camelback Productions.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
It wasn’t so much a mistake, as it was a learning experience. Coming from a real estate and corporate background and transitioning into a world of actors and high-profile celebrities with “handlers”, publicists and new “protocols” was a new world for me and I had to learn how to effectively engage and communicate in a new arena, which proved to be a fascinating journey.
The biggest lesson that I learned was that this is a new industry for me and so there will always be continuous learning — It’s okay to ask questions and be curious.
Ok, thank you for all that. Let’s now jump to the main focus of our discussion. Can you describe how you are helping to make popular culture more representative of the US population?
The US is a melting pot of cultures, ethnicities, and backgrounds but unfortunately, this is not reflected in mainstream media. My passion lies in contributing to the production of movies that might otherwise be overlooked by mainstream studios and enabling story-telling that might otherwise remain untold. I am particularly enthusiastic about scripts that emphasize diversity and inclusion, as these narratives resonate deeply with me.
Moreover, as a resident of Arizona, I am passionate about expanding filming opportunities in Arizona and promoting the benefits of this great State. Currently, I am engaged in developing an unscripted show centered around real estate in Phoenix, as a medium to showcase the vibrant and unique landscape of Arizona.
Can you tell us a story about a particular individual who was impacted by the work you are doing?
My daughter has been my inspiration and is someone who is being impacted directly by my efforts to create a diverse and inclusive creative environment. In turn, witnessing the work I am involved in, has inspired her to push herself further. She has embarked on a journey of acting and coaching, recognizing a newfound opportunity within a space that didn’t seem to have any hope 1–2 years ago.
As an insider, this might be obvious to you, but I think it’s instructive to articulate this for the public who might not have the same inside knowledge. Can you share three reasons with our readers about why it’s really important to have diversity represented in Entertainment and its potential effects on our culture?
The United States is a diverse nation that offers so many narratives and perspectives and it is my aspiration that future generations will have the privilege of seeing this reflected in mainstream media. My primary goal is to ensure that no one is left out and all children have someone who looks like them in the media. Moreover, it’s important to remember that diversity in movies is not just about representation, it also fuels creativity and innovation. Different perspectives and life experiences bring a unique perspective to storytelling and that makes for more interesting viewing. For example, a challenge that my daughter was facing was stereotypical casting, based on preconceived biases. Thus, it’s important to remember that by showcasing diversity, we can challenge these stereotypes and help break down biases.
Can you recommend three things the community/society/the industry can do to help address the root of the diversity issues in the entertainment business?
Promoting diversity across the entire supply chain is crucial, spanning all segments of the industry, including both the creators and the decision-makers. When a South Asian individual narrates a South Asian story, the perspective is distinct from that of someone outside the culture. I am a strong advocate for the development of more projects that spotlight these differences and celebrate the unique aspects of various communities. Creating content that engages and educates viewers about different groups not only enriches the viewing experience but also drives viewership, making it a significant endeavor in the industry.
How do you define “Leadership”? Can you explain what you mean or give an example?
In my view, leadership involves taking decisive action when others may not be able to — for example, recognizing an existing issue and taking proactive steps to facilitate change. An illustration of this is the creation and commitment of Camelback Productions to address the need for better representation. I saw a need for change and found like-minded people who believed in the same vision. Ultimately, it’s about minority communities supporting one another, and it’s vital to mobilize collective efforts to drive this change forward.
What are your “5 things I wish someone told me when I first started” and why?
- The film industry is so different from other industries and presents unique challenges in terms of accessing the right individuals. Gatekeeping is prevalent, and for valid reasons, as not everyone can have direct access. However, this can be challenging and I often wish I had more insights into navigating this landscape.
- In contrast to other industries, progress in the film industry can sometimes proceed at a significantly slower pace. While real estate transactions happen swiftly, certain projects within the film industry can extend over months to reach fruition. Securing the right individuals or cast members can be a time-consuming process.
- The risk-reward dynamic diverges significantly from an investment standpoint between real estate and the film industry. Real estate carries its own set of risks, but it allows for tangible assets. In contrast, the film industry is characterized by a greater level of uncertainty, where predicting what will be successful versus what won’t, can be challenging.
- Trends within the media space undergo rapid shifts, much faster than other industries. This landscape is in a constant state of evolution, necessitating the need to remain ahead of the curve and stay well-informed.
- Aligning yourself with the right individuals, including the right directors and teams, holds great significance. There is great value in finding the right people who have the “it” factor, as filmmaking is truly a collaborative process.
You are a person of enormous influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger.
A lot of challenges exist within the healthcare system. I’d love to see a movement with a focus on educating individuals about nutrition to prevent illnesses. The medical system needs repair, and we need to see more medical doctors embracing greener alternatives vs traditional pharmaceuticals.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
“Inhale in courage, exhale fear”. This quote strongly resonates with me, especially when venturing into new industries where fear often looms. I strive to navigate through it, making sure that fear doesn’t overpower my determination.
Is there a person in the world, or in the US whom you would love to have a private breakfast or lunch with, and why? He or she might just see this, especially if we tag them. 🙂
Kim Kardashian. Her impressive business empire showcases the multitude of brands she has developed, all while being able to stay relevant in the industry.
Source By Authority Magazine