The Chicano Hollywood Film Festival returns to Pomona for its second annual edition, expanding to a five-day program from July 29 through August 2. The festival, held at The Union on Garey, brings together more than 140 films, dozens of industry panels, and prominent Latino entertainment figures, including Keanu Reeves, who serves as an executive producer on the documentary “Madwoman’s Game.” The festival’s growth underscores its mission to champion Latino creators and provide a platform for their stories, which is crucial in an industry where Latino representation remains disproportionately low.
Founder Johnny Murillo emphasized the festival’s significance in a press release: “We created this festival to champion Latino creators and serve our community, and this year represents an extraordinary step forward. With an expanded five-day program, major talent and the support of several sponsors, we are building a bigger, stronger platform for Latino storytellers to be seen, celebrated, and connected to new opportunities.” This year’s event features special guests such as Danny De La Paz, Emilio Rivera, and Yadi Valerio Rivera, who executive-produced the film “Grit” through their production house Outside the Box Films, with Yadi making her directorial debut.
The festival opens with a screening of the landmark 1979 film “Boulevard Nights,” honoring the pioneers of Chicano cinema, and concludes with an awards celebration. Throughout the week, attendees can engage in independent film screenings, workshops, Q&As, networking opportunities, and cultural showcases. The festival also hosts panels that address industry trends, such as “The Making of Rico’s Tacos: How to Produce Verticals,” featuring stars Momo Rodriguez and Maribel Chavez, along with Anna Saalfeld of P&G Studios and Minivela CEO Manny Ruiz. This panel highlights the growing field of branded micro entertainment, a space where Latino creators are making inroads.
Sponsors include Procter & Gamble, Albertsons, Warner Bros., Lionsgate, and Pure Flix Familia, the latter joining as the official Latino streaming service partner. Pure Flix Familia, a soon-to-launch Spanish-language family and faith platform, will participate in a panel to discuss collaborations with Latino creatives. The involvement of these major companies signals increasing commercial interest in Latino audiences and content, which is vital given that Latinos are a significant and growing demographic in the U.S.
The festival’s importance extends beyond entertainment; it serves as a cultural touchstone and economic driver. By featuring a diverse array of films and creators, the festival provides a space for underrepresented voices to be heard, fostering a more inclusive industry. Testimonials from inaugural festival filmmakers highlight the positive impact: “Empowering film festival! Wonderfully organized, incredibly welcoming, and truly a celebration of filmmakers and our stories,” said Javo Aguirre, while Seriina Covarrubias praised the “solid indie festival” and its workshops. These endorsements reflect the festival’s role in nurturing emerging talent.
Keanu Reeves’ involvement in “Madwoman’s Game,” a documentary about Bianca Mitchell-Avila’s journey in competitive chess, directed by Zach Zamboni and produced with Sugar23, UltraBoom Media, and Starbucks Studios, brings mainstream attention to Latino-led projects. Reeves’ mentorship aligns with the festival’s goal of connecting established professionals with new creators. As the festival grows, it not only celebrates achievements but also paves the way for future Latino storytellers, making it a pivotal event for the industry and community alike.
