The Chicano Hollywood Film Festival is back in Pomona for its second annual edition, running from July 29 through August 2, and it promises to be the summer's premier celebration of Latino cinema. With more than 140 films, dozens of panels, and a roster of notable guests including Keanu Reeves, the festival underscores the increasing influence and visibility of Latino creators in the entertainment industry.
One of the festival's headline attractions is Keanu Reeves, who serves as executive producer on the documentary Madwoman's Game. The film, directed by Zach Zamboni and produced with Sugar23, UltraBoom Media, and Starbucks Studios, follows Bianca Mitchell-Avila's journey in competitive chess. Reeves's involvement highlights the cross-cultural appeal and mentorship opportunities that the festival aims to foster.
Latino power couple Emilio Rivera and Yadi Valerio Rivera also bring their production house, Outside the Box Films, to the festival. They executive-produced the film Grit, marking Yadi's directorial debut. Their participation exemplifies the festival's role in amplifying established and emerging Latino voices.
Johnny Murillo, founder of Chicano Hollywood, emphasized the festival's growth and mission: "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."
The festival opens with a special screening of the landmark 1979 film Boulevard Nights, honoring its legacy and the pioneers of Chicano cinema. Throughout the week, attendees can enjoy independent features, documentaries, shorts, pilots, animation, music videos, and emerging formats. Industry-led workshops, filmmaker Q&As, networking opportunities, and cultural showcases round out the immersive experience.
Special guests include Danny De La Paz, Emilio Rivera, Yadi Valerio Rivera, Anthony L Fernandez, Steve Louis Villegas, Momo Rodriguez, and Maribel Chavez. Their presence underscores the festival's commitment to connecting audiences with the artists shaping Latino storytelling.
Procter & Gamble, a festival sponsor, will spotlight its micro sitcom series Rico's Tacos, produced in collaboration with Albertsons Media Collective, Minivela, and Chicano Hollywood. On Saturday, August 1 at 1 p.m., the panel "The Making of Rico's Tacos: How to Produce Verticals" will feature stars Momo Rodriguez and Maribel Chavez, along with Anna Saalfeld, Senior Brand Director at P&G Studios, and Minivela CEO Manny Ruiz. The panel will explore the future of branded micro entertainment. At the Rico's Tacos exhibit, festival-goers can participate in social media giveaways.
Another major sponsor, Pure Flix Familia, joins as the official Latino streaming service partner. The soon-to-launch Spanish-language family and faith streaming platform will participate in a panel discussing collaboration with Latino creatives to develop family and faith entertainment.
Festival sponsors include Procter & Gamble, Albertsons, Warner Bros., Lionsgate, Pure Flix Familia, City of Pomona, CIELO International Foods, and First Entertainment Credit Union. Their support reflects the industry's recognition of the festival's importance in promoting diversity.
The event takes place at The Union on Garey, 350 North Garey Avenue, Pomona, CA 91767. Tickets are available via Eventbrite. For more information, visit ChicanoHollywood.com.
