Anita Verma-Lallian is the founder of Camelback Productions and a real estate developer and CEO/founder of Arizona Land Consulting.
As someone who lives and breathes real estate, film production was nowhere near my initial career plan—but some of the greatest endeavors in history have been the result of testing uncharted waters. That is exactly why I set up Camelback Productions, Arizona’s first female and South Asian-owned film production and entertainment company, in 2023. When I was growing up as a South Asian female in the ’80s in the United States, there were hardly any people who looked like me on TV, and while there has been a movement toward more representation on screen, there is still a long way to go.
There is a tremendous gap in mainstream media for South Asian storytelling and equal representation, and as someone who now has young children who are interested in exploring acting and the visual arts, it is my mission to do my part in creating a level playing field for them. Cut to 2024, and I couldn’t be prouder of our debut movie, Doin’ It. Being a first-time film producer is exhilarating and empowering; this production also came with a steep learning curve about navigating the complex world of film storytelling.
My journey as a first-time filmmaker has been nothing short of a roller coaster ride. Here are some of my key lessons for other production companies:
Authenticity
The first thing that struck me as an up-and-coming producer was realizing that originality in cinema is elusive and complex to explain. This presented me with an opportunity to place cinematic authenticity at the heart of my production company. Pursuing originality led me to believe that despite cinema’s ever-evolving demeanor, the core of filmmaking is always the story. It builds your audience and credibility. It paved the way for me to showcase the richness and diversity of South Asian experiences through immersive storytelling.
Interestingly, my biggest takeaway from the filmmaking process has been to let the authenticity of the narrative shine through naturally; that becomes the secret ingredient. Collaborate with the writers and ensure the story is representative. First-time producers need to treat sensitive topics with respect to avoid stereotypes and misrepresentations.
Collaborative Approach
It’s no secret that in filmmaking, collaboration stands out over everything else. Collective efforts determine the success of any project. From the talented cast to the dedicated crew, our movie has been a testament to the power of collaboration. It’s fulfilling to build a team that believes in your overall vision and translates passion into meaningful results.
Resilience And Adaptability
Film productions face a slew of varied challenges during specific execution stages, and they are often unpredictable. Whether they’re logistical, creative or due to last-minute changes, overcoming stumbling blocks through the robust filmmaking process breeds resilience. Once you learn to navigate through the uncharted waters of production, the creative value can skyrocket—and that’s what every producer envisions.
Things rarely go exactly as planned when you lead a project, and it’s easy to succumb to certain stumbling blocks through the process. So, embracing flexibility, in this case, allows you to think beyond a single course of action. I found that mindset particularly helpful in my filmmaking journey. Similarly, reflecting positively on what went wrong and why helped our crew overcome on-set setbacks.
‘Lights, Camera, Advocacy’ In Action
I’ve been an advocate for promoting the South Asian narrative, and in my experience, doing this involves actively championing the cause of representation and diversity in the industry. That’s why from a producer’s lens, movies like ours aren’t just films; they’re statements. After all, films have the power to slash stereotypes, challenge narratives and inspire compassion.
Producers can infuse advocacy into their work by developing narratives that give voice to underrepresented groups and enrich storytelling with a diverse cast. Filmmaking is a tool for education, so with these productions, hosting screenings, panels and networking events can also help bring important film themes to the forefront of the conversation.
It’s About The Journey, Not The Destination
Oftentimes, we tend to overlook the achievements and small wins along the way. Production isn’t always easy, but it’s surely a rewarding experience. As a producer, I’ve learned to take moments to acknowledge all the efforts that go into carving the finished product. From conceptualizing the storylines to finalizing an acclaimed cast, each step forward is a milestone that fosters a positive and motivated environment within the production team.
The invaluable lessons learned from the premiere of our movie have shaped my approach to filmmaking. The journey as a first-time film producer has been transformative, and I am excited to contribute to the ever-evolving landscape of cinema, promoting diverse narratives and sharing the stories that matter to our community and beyond.
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