The Chicano Hollywood Film Festival returns to Pomona for its second annual edition, running from July 29 to August 2, with a packed five-day program featuring more than 140 films, industry panels, and celebrity guests including Keanu Reeves. The festival, founded by Johnny Murillo, aims to champion Latino creators and provide a platform for emerging and established storytellers.
One of the festival's highlights is the presence of Keanu Reeves, who serves as executive producer on 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 in competitive chess, and Reeves's involvement underscores the project's significance. Additionally, Latino power couple Emilio Rivera and Yadi Valerio Rivera executive-produced "Grit" through their production house, Outside the Box Films, with Yadi making her directorial debut.
Johnny Murillo, founder of Chicano Hollywood, expressed excitement about the festival's growth: "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 goes beyond traditional screenings, offering workshops, filmmaker Q&As, networking opportunities, and cultural showcases.
The festival opens with a special screening of the landmark 1979 film "Boulevard Nights," honoring its legacy in Chicano cinema. Throughout the week, audiences will encounter both trailblazing artists and a new generation of filmmakers. Special guests 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 spotlight its micro sitcom series "Rico's Tacos," produced with Albertsons Media Collective, Minivela, and Chicano Hollywood. On Saturday, August 1, a panel titled "The Making of Rico's Tacos: How to Produce Verticals" will feature stars Momo Rodriguez and Maribel Chavez, along with Anna Saalfeld from P&G Studios and Minivela CEO Manny Ruiz. Attendees can also participate in social media giveaways at the Rico's Tacos exhibit.
Pure Flix Familia, a soon-to-launch Spanish-language family and faith streaming platform, joins as the official Latino streaming service partner. Representatives will discuss collaboration with Latino creatives in developing 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. The event takes place at The Union on Garey in Pomona, with passes available via Eventbrite.
Testimonials from the inaugural festival highlight its impact. Filmmaker Javo Aguirre called it an "empowering film festival," while Seriina Covarrubias praised its organization and workshops. Alex Correa described it as "powerful, joyful, and full of heart," and Hector Gallardo noted the positive atmosphere and high-quality screenings.
The Chicano Hollywood Film Festival is part of Chicano Hollywood, a media platform dedicated to celebrating and amplifying Latino storytellers across film, television, music, and digital media. The festival serves as a cultural showcase and a catalyst for professional development, honoring pioneers while elevating new voices. For more information, visit ChicanoHollywood.com.
