THE FUTURE OF FILM

Anita Verma-Lallian of Camelback Productions has an inclusive vision for the entertainment industry

BY KAYLOR JONES / PHOTO BY CLAUDIA JOHNSTONE

As an Arizona native and the founder and CEO of Arizona Land Consulting, Anita Verma-Lallian has played a big role in Arizona’s growth.

Having managed and acquired a billion dollars’ worth of land assets in the Phoenix area over the course of her career, Verma-Lallian’s success in land consulting got her thinking – what else could she do to positively change the future of the state she and her family call home?

“My daughter is passionate about theater, and there isn’t a lot of opportunity for her to go into the film industry in Arizona,” Verma-Lallian says. “The film industry isn’t very diverse, and I wanted to create something that gave people of all backgrounds a chance to pursue their passions.”

As the founder of Camelback Productions, an Arizona-based film production company created to give a platform to South Asian talent, Verma-Lallian has carried over her financial savvy into the entertainment world.

“With land consulting, I’m constantly looking for ways to maximize a return on investment, and in the entertainment industry, you’re trying to ensure the highest quality film with the lowest budget – it’s the same business fundamentals.”

As she builds another company from the ground up, Verma-Lallian continues to look at her dad, Kuldip Verma, CEO and founder of Vermaland – one of the state’s largest private landowners – for inspiration. His entrepreneurial spirit, as well as his work ethic and wisdom, have helped make him the best mentor she could ask for.

At the end of the day, Verma-Lallian is excited for the chance to highlight the culture and history of South Asia, allowing South Asian creators to tell their own stories.

“If I have the chance to influence the future of entertainment with Camelback Productions, it would be to see more minority groups represented in the media,” she says. “There is so much talent out there from people of all backgrounds, but they don’t always have the opportunities or platforms to share it. Everyone needs to be heard.”