The Chicano Hollywood Film Festival returns to Pomona for a packed five-day celebration featuring Keanu Reeves and the summer’s biggest gathering of Latino filmmakers and entertainment leaders. The second annual festival, running July 29 through August 2, will showcase more than 140 films, dozens of industry panels, and special guests including Danny De La Paz and Emilio Rivera, as well as other prominent voices of Latino entertainment. Passes can be purchased at Chicano Hollywood Film Festival Tickets.
Celebrity guest Keanu Reeves signed on as executive producer of “Madwoman’s Game,” lending his name and mentorship to help a young New Mexico filmmaker’s years-in-the-making passion project reach the screen. Directed by Zach Zamboni and produced with Sugar23, UltraBoom Media, and Starbucks Studios, the documentary follows Bianca Mitchell-Avila’s journey through the world of competitive chess. Latino power couple Emilio Rivera and his wife, Yadi Valerio Rivera, executive-produced “Grit” through their production house, Outside the Box Films, with Yadi making her directorial debut on the project.
“We created this festival to champion Latino creators and serve our community, and this year represents an extraordinary step forward,” said Johnny Murillo, founder of Chicano Hollywood. “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.”
More than a traditional film festival, Chicano Hollywood brings emerging and established storytellers together for an immersive experience featuring independent film screenings, industry-led workshops, filmmaker Q&As, networking opportunities, and cultural showcases honoring the richness of Chicano and Latino storytelling. The festival will open with a special screening of the landmark 1979 film “Boulevard Nights,” celebrating its enduring legacy and the pioneers who helped establish Chicano cinema. Throughout the week, audiences will encounter both trailblazing artists and a new generation of filmmakers shaping the future of Latino storytelling.
In addition to Reeves, other special guests this year include Danny De La Paz, Emilio Rivera, Yadi Valerio Rivera, Anthony L Fernandez, Steve Louis Villegas, Momo Rodriguez, and Maribel Chavez.
Procter & Gamble, a festival sponsor, will have a presence at this year’s 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, known for “Lopez vs. Lopez” and “Mayans M.C.,” and co-star Maribel Chavez to discuss the series and the future of branded micro entertainment. Also joining: Anna Saalfeld, Senior Brand Director at P&G Studios, and Minivela CEO Manny Ruiz, who serves as showrunner for the acclaimed series. At the Rico’s Tacos exhibit, festival guests can participate in social media giveaways, with hundreds receiving a Rico’s Tacos bag featuring P&G and Albertsons products and Rico’s Tacos branded merch.
Pure Flix Familia, the soon-to-launch Spanish-language family and faith streaming platform owned by Pure Flix, joins as the official Latino streaming service partner of the festival. Pure Flix Familia representatives will participate in a panel to discuss how they are working with Latino creatives to develop the future of family and faith entertainment. This is an opportunity to network with them.
Festival highlights include the Opening Night screening of “Boulevard Nights,” independent feature films, documentaries, shorts, pilots, animation, music videos, and emerging formats; industry-led workshops offering practical knowledge in filmmaking and entertainment; filmmaker conversations, Q&As, and opportunities for creators to connect directly with audiences; networking opportunities connecting emerging talent with established entertainment professionals; cultural showcases celebrating Chicano and Latino film, music, art, and community; and a concluding awards celebration recognizing filmmakers and creative achievement.
Festival sponsors include Procter & Gamble, Albertsons, Warner Bros., Lionsgate, Pure Flix Familia, City of Pomona, CIELO International Foods, and First Entertainment Credit Union.
Filmmakers from the inaugural festival praised the event. Javo Aguirre called it an “Empowering film festival! Wonderfully organized, incredibly welcoming, and truly a celebration of filmmakers and our stories. Networking galore and excellent workshops that genuinely empower up-and-coming creators!” Seriina Covarrubias said, “This is a really solid indie festival. Well put together, beautiful venue, love the workshops. These folks are buttoned up in all the right ways. Highly recommend them, worth submitting to.” Alex Correa described it as “an unforgettable experience... It was powerful, joyful, and full of heart.” Hector Gallardo added, “Every single day of the festival was filled with such a positive and nurturing atmosphere... I am VERY much looking forward to attending the next one.”
The event runs July 29 through August 2 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.
