Due to Rodriguez’s crazed schedule, the interview was conducted via a pair of emailed conversations. I’m happy to report that absolutely nothing was lost in translation.
Desert Magazine: Where were you born and raised?
Liliana Rodriguez: I was born in Indio, California, and raised mostly in the Coachella Valley. I also lived in Imperial Valley for a few years, as well as in Mexicali, Baja California.
Desert: Tell me about your family life – what did your parents do, how many siblings do you have, what is your birth order among them, and what was your childhood like? Did you have any specific likes, dislikes, or hobbies?
Rodriguez: My father was a mechanic, while my mother stayed home. I’m the third of four children. I had a great childhood and was definitely an “indoor” kid! I spent a lot of time watching movies and television, especially since we were a big video-store-rental family.
Desert: What elementary school and high school did you attend, and what were your favorite subjects?
Rodriguez: I went to a few elementary schools in Coachella, graduating from Coachella Valley High School. I was an artsy kid who loved watching movies, drawing, science, and theater. Any courses which had these subjects always drew my attention the most throughout school.
Desert: Where did you pursue your higher education, and what degree(s) did you earn, if any?
Rodriguez: I attended UC Irvine, majoring in film and media studies with a minor in art history.
Desert: What was the first movie you ever saw – and what were your impressions?
Rodriguez: I have early memories of “Bambi,” “The Land Before Time,” and “The Exorcist” (with my parents!). My current taste can be traced back to these early watches. I both love to cry in movies and I love a good scare.
Desert: What was your first job as a teen or young adult?
Rodriguez: The job was not film-related, unfortunately! I worked in a Burger King for about a month.
Desert: Where did you work prior to coming to the film festival?
Rodriguez: I worked at a few places. This included movie theaters like the Cinemas Palme d’Or in the Palm Desert Mall (which is closed now, sadly!). I also worked in Spanish ad sales at Entravision, did several posts related to retail/customer service, and worked for a time as a substitute teacher.
Desert: Why did you want to work at the film festival? In what capacity and what year did you start?
Rodriguez: I began as an intern in 2011 for the 2012 festival. It was right in my backyard, and, as noted above, I already had a deep interest in film. Once I got involved, I fell in love with it and realized I didn’t have to move away from the Coachella Valley to work in film. I had an opportunity suddenly available to me right here!
Desert: Please describe in detail your promotions and ascent to your current role. How did you achieve your rise?
Rodriguez: I began as an intern. The following year, I was invited to return to Programming, but initially declined because I had a separate job. A few weeks later, I ended up leaving that job to take a Guest Relations assistant role with the film festival. From there, I returned to Programming as an assistant and started programming the After Dark section (horror, scary movies!). From there, I became programming manager, then director of programming and ShortFest festival director. Ultimately, this led to my current position as artistic director of the year-round Film Society (which includes both the film festival in January and ShortFest in June). I’ve been fortunate to work at an organization that values promoting from within, and I’ve always been eager to take on new challenges and grow into each role.
Desert: What is the biggest challenge of the job today?
Rodriguez: Every year is different, and each festival brings its own opportunities and challenges. The job never really ends – you’re constantly watching films, staying current with the industry, and thinking about how to connect filmmakers and audiences. Balancing all of that with family life is an ongoing, but deeply rewarding, challenge.
Desert: You mentioned family life. Do you have any children of your own? Are you able to share a short description of your own family?
Rodriguez: Yes, my husband and I have started a family in the Coachella Valley, too! I have a three-year-old, my Benji.
Desert: What is the biggest joy of the job today?
Rodriguez: The biggest joy is the people. I’ve been able to build a team that works well together, and putting on a festival with colleagues I respect and collaborate with is incredibly rewarding. For ShortFest, it’s also about discovering filmmakers and helping them connect. For the feature festival, it’s seeing audiences reconnect each year for an event they deeply cherish. The festival (and Film Society as a whole) has a real sense of community, and [it] always feels like a reunion when we meet together at our tentpole events.
Desert: How are ShortFest and the January festival different from each other, regarding your duties?
Rodriguez: For ShortFest, I oversee many aspects of the festival, though I do not the oversee the initial submission or screening process anymore. I come in to help shape selections, collaborate with our Forum producer, work with Guest Relations, and help define the overall vibe of the festival. For the [January] film festival, I’m involved in programming from the ground up – scouting films, attending other festivals, and reviewing submissions. I also lead various departments and help shape the festival experience. For both festivals, I collaborate with teams on artwork, branding, and the overall look and feel of the events.
Desert: Tell me about your relationship with the late Chairman Emeritus Harold Matzner, who died on Sept. 4?
Rodriguez: I miss him. Harold was both a dear friend and a mentor. He gave me the opportunity to become artistic director and was always generous with advice. He would often call just to check in on me and our team. We had a deep relationship built on trust.
Desert: How are things in this post-Matzner period?
Rodriguez: Harold will always be missed. Having said that, he knew far in advance that this organization would live on – we have a strong board and excellent leadership under Chairman [Nachhattar Singh] Chandi. Moments like our festival poster this year, which serendipitously reminded me of Harold, show how his influence is still felt in the festival.
Desert: Can you describe the poster for our readers? What went into its design? How does it remind you of Matzner?
Rodriguez: Our poster was designed by Lindeman & Associates. It features a simple yet striking image of two cinema chairs illuminated by a spotlight, evoking the magic of the moviegoing experience and the festival’s enduring connection to film and its audiences. I always felt that this was Harold’s intention – to bring movies and elegance to the residents of Palm Springs and the Coachella Valley.
Desert: Tell me about your relationship with Chairman Chandi.
Rodriguez: Chairman Chandi came on wanting to understand the organization and engage with staff. He’s interested in growing areas that are very important and exciting, including our year-round educational initiatives (at schools across the Coachella Valley, from Palm Springs High School to Indio and Coachella). Many people only see the big festivals, but we have programming throughout the year, and his support and encouragement there have been great.
Desert: What role, if any, do you play in the Film Awards?
Rodriguez: I’m mostly focused on the festival side. I do watch films with the Film Awards team and give my feedback. Once award honorees are identified, I work with our Film Awards team to incorporate them into the broader festival programming with events like “Talking Pictures.”
Desert: Is there anything particularly exciting or new in store for audiences at next year’s film festivals (both the main festival and ShortFest)?
Rodriguez: For the film festival, the After Dark program returns (yay, horror again!) and Family Day will be expanded. As in every year’s lineup, too, there were some fresh programming surprises announced on Dec. 2 when the full slate came out. For ShortFest, we’re deep in submissions, and it’s shaping up to be a strong year. Audiences will see lots of discovery and exciting new voices, as always.
Desert: Are the new Plaza Theatre and Festival Theaters both venues for the January festival and ShortFest? If so, tell me about those partnerships.
Rodriguez: For now, our focus is on the January festival, to utilize these spaces. We’re thrilled to be at the Plaza Theatre for most of the festival. It’s a historic space that adds both legacy and glamour. We will also return to the Festival Theaters, Palm Springs Cultural Center, Palm Canyon Theatre, Richards Center [for the Arts] at Palm Springs High School, Cinemark Century in La Quinta, and Mary Pickford [Theatre is D’Place] in Cathedral City. It’s wonderful to have the festival spread across so many venues throughout the Valley, speaking to the growth and resonance the film festival has had beyond Palm Springs.
Desert: With Hollywood facing all kinds of pressures – from runaway production outside of Los Angeles to streamers shrinking theatrical audiences – how do you see the festivals changing in the next few years?
Rodriguez: Hollywood is part of the landscape, but it doesn’t define the [festivals]. Our programming has such a broad focus on international cinema, global voices, and unique storytelling perspectives. This keen awareness for independent filmmaking is a focus of both the film festival and ShortFest. There is a demand for this, especially with festival audiences and specific audiences who attend in Palm Springs.
Desert: Do you see yourself staying with the festivals for many more years?
Rodriguez: I love the work. As long as I can contribute meaningfully, I’ll continue to be part of it.
Desert: What is your favorite movie of this awards season and why?
Rodriguez: It’s a strong year overall, especially because I love seeing international titles break into the broader awards conversation. I’m a big fan of “Sentimental Value” and “Sinners” (one being a movie to cry at, and another near the horror genre!).
Desert: What is your favorite movie of all time, and why? And what is your favorite genre?
Rodriguez: The impossible question! I don’t have a single, all-time favorite, but I do have some comfort films I love revisiting, especially Christmas (during this time of year!) and horror movies. I have a real affection for Robert Altman films, too.
Desert: If you could have any other job in the film industry, what would you choose?
Rodriguez: I would still be in programming and curation. I love movies, and I especially love putting movies in front of people. It is the essence of what attracted me to the current position, and I have to imagine I’d do the same in another industry-related job.
