The Chicano Hollywood Film Festival returns to Pomona for its second annual edition, running from July 29 to August 2, with an expanded five-day program featuring more than 140 films, dozens of industry panels, and special guests including Keanu Reeves, Danny De La Paz, and Emilio Rivera. The festival, founded by Johnny Murillo, aims to champion Latino creators and provide a platform for emerging and established storytellers to connect, learn, and showcase their work.
One of the highlights of this year's festival is the presence of Keanu Reeves, who signed on as executive producer of the documentary "Madwoman's Game." Directed by Zach Zamboni and produced with Sugar23, UltraBoom Media, and Starbucks Studios, the film follows Bianca Mitchell-Avila's journey through competitive chess. Reeves' involvement brings attention to a young New Mexico filmmaker's passion project, demonstrating the festival's ability to attract high-profile support for Latino-led projects.
Latino power couple Emilio Rivera and Yadi Valerio Rivera also executive-produced the film "Grit" through their production house, Outside the Box Films, with Yadi making her directorial debut. Their participation underscores the festival's role in fostering new talent and providing opportunities for Latino filmmakers to take on leadership roles in the industry.
The festival will open with a special screening of the landmark 1979 film "Boulevard Nights," honoring its enduring legacy in Chicano cinema. Throughout the week, audiences will encounter both trailblazing artists and a new generation of filmmakers shaping the future of Latino storytelling. The program includes independent feature films, documentaries, shorts, pilots, animation, music videos, and emerging formats, along with industry-led workshops, filmmaker Q&As, and networking opportunities.
In addition to Reeves, other special guests include Danny De La Paz, Emilio Rivera, Yadi Valerio Rivera, Anthony L Fernandez, Steve Louis Villegas, Momo Rodriguez, and Maribel Chavez. These guests will participate in panels and Q&As, offering attendees the chance to engage directly with industry professionals.
Procter & Gamble, a festival sponsor, will have a presence at the event spotlighting its micro sitcom series "Rico's Tacos," produced in collaboration with Albertsons Media Collective, Minivela, and Chicano Hollywood. On Saturday, August 1st at 1 p.m., the panel "The Making of Rico's Tacos: How to Produce Verticals" will bring together stars Momo Rodriguez and Maribel Chavez, along with Anna Saalfeld, Senior Brand Director at P&G Studios, and Minivela CEO Manny Ruiz, who serves as showrunner for the series. At the Rico's Tacos exhibit, festival guests can participate in social media giveaways, with hundreds receiving branded merchandise.
Pure Flix Familia, a soon-to-launch Spanish-language family and faith streaming platform owned by Pure Flix, has joined as the official Latino streaming service partner of the festival. Representatives will participate in a panel to discuss how they are working with Latino creatives to develop future family and faith entertainment, providing networking opportunities for attendees.
The festival is supported by sponsors including Procter & Gamble, Albertsons, Warner Bros., Lionsgate, Pure Flix Familia, City of Pomona, CIELO International Foods, and First Entertainment Credit Union. This backing reflects the growing recognition of the importance of Latino voices in entertainment and the festival's role in amplifying them.
Testimonials from filmmakers who attended the inaugural festival highlight its positive impact. Javo Aguirre called it an "empowering film festival" with excellent workshops, while Seriina Covarrubias praised it as a "really solid indie festival" with beautiful venues and worthwhile workshops. Alex Correa described the experience as "unforgettable" and "full of heart," and Hector Gallardo noted the positive and nurturing atmosphere, looking forward to attending the next one.
The Chicano Hollywood Film Festival takes place at The Union on Garey, 350 North Garey Avenue, Pomona, CA 91767. Individual-day passes and full-festival passes are available through Eventbrite. For more information, visit ChicanoHollywood.com.
