POMONA, CA — The Chicano Hollywood Film Festival has announced that Great American Media's Pure Flix Familia, a soon-to-launch Spanish-language and bilingual streaming platform dedicated to faith and family entertainment, will serve as an official media sponsor for its second annual event. The five-day festival, which celebrates Chicano and Latino storytelling, will feature Pure Flix Familia in several capacities, including a fireside chat, a dedicated lounge, and sponsorship of a community award.
The partnership underscores a significant industry trend: the increasing focus on serving Latino audiences with content that reflects their cultural values and experiences. As the U.S. Latino population continues to grow, media companies are recognizing the need for programming that resonates with this demographic. Pure Flix Familia's involvement with the festival is a direct effort to connect with Latino creators and audiences, a move that could shape the future of faith-based entertainment.
As part of its participation, Pure Flix Familia will present “Faith, Family & the Future: Introducing Pure Flix Familia,” a fireside chat hosted by Chicano Hollywood founder Johnny Murillo. The conversation will feature Great American Media executives discussing the vision behind the new platform, its commitment to offering a broad array of faith- and family-focused programming, and its plans to collaborate with Latino filmmakers and content creators to develop original stories and shows. The session will also examine the evolving landscape of faith and family entertainment and the opportunity to serve Latino audiences with culturally relevant programming.
Johnny Murillo highlighted the importance of this partnership, stating, “Pure Flix Familia’s participation represents exactly the kind of meaningful industry connection we want to create through the Chicano Hollywood Film Festival. This is an opportunity for our filmmakers and creators to learn about a new platform that is actively looking to serve Latino families and collaborate with Latino storytellers.”
In addition to the fireside chat, Pure Flix Familia will host the “Spill the Café Storyteller Lounge,” a space for filmmakers, creators, and attendees to learn more about the platform and its vision for working with the Latino creative community. The company will also sponsor the festival’s Community Impact Legacy Award, presented during the Closing Night Awards ceremony on Sunday, August 2. This award celebrates individuals who demonstrate leadership and service that strengthen families and uplift communities.
Denise Crayne, Chief Financial Officer of Great American Media, expressed enthusiasm for the partnership: “We are honored to join the Chicano Hollywood Film Festival and introduce Pure Flix Familia to such a dynamic community of filmmakers, creators, and entertainment leaders. Our goal is to build a welcoming home for faith- and family stories while creating meaningful opportunities for Latino storytellers to bring new voices, perspectives, and experiences to audiences.”
The second annual Chicano Hollywood Film Festival will showcase more than 140 films and a wide-ranging program of panels, workshops, and special events. By celebrating pioneers and emerging voices, the festival creates a space where storytelling, culture, commerce, and community come together. This partnership with Pure Flix Familia not only provides a platform for Latino creators to explore new opportunities but also signals a broader industry shift towards inclusive, faith-based content for diverse audiences.
