The Chicano Hollywood Film Festival is back in Pomona for its second year, and it's bigger than ever. Running from July 29 to August 2, the five-day event will showcase more than 140 films, host dozens of industry panels, and welcome 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 their stories.
One of the most anticipated moments is the appearance of 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 through competitive chess. Reeves' involvement brings significant attention to the project and underscores the festival's ability to attract major talent.
Latino power couple Emilio Rivera and Yadi Valerio Rivera are also set to attend. They executive-produced the film "Grit" through their production house, Outside the Box Films, with Yadi making her directorial debut. Their participation highlights the festival's role in connecting established and emerging filmmakers.
Murillo emphasized the festival's growth: "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 in Chicano cinema. Over the week, audiences will experience a mix of independent films, documentaries, shorts, and panels covering topics from filmmaking techniques to the future of branded content.
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 1st, a panel titled "The Making of Rico's Tacos: How to Produce Verticals" will feature stars Momo Rodriguez and Maribel Chavez, along with P&G Studios' Anna Saalfeld and Minivela CEO Manny Ruiz. The panel will discuss the series and the growing trend of branded micro entertainment. Festival attendees can also participate in giveaways at the Rico's Tacos exhibit.
Another major sponsor, Pure Flix Familia, joins as the official Latino streaming service partner. The soon-to-launch Spanish-language family and faith platform will participate in a panel to discuss how they are collaborating with Latino creatives to develop content. This presents a networking opportunity for filmmakers interested in family and faith entertainment.
The festival isn't just about screenings; it offers workshops, Q&As, networking events, and cultural showcases. It concludes with an awards celebration recognizing filmmakers and creative achievements. Sponsors include Procter & Gamble, Albertsons, Warner Bros., Lionsgate, Pure Flix Familia, the City of Pomona, CIELO International Foods, and First Entertainment Credit Union.
Filmmakers from the inaugural festival praised the event for its organization and welcoming atmosphere. Javo Aguirre called it "empowering," while Seriina Covarrubias noted it was "a really solid indie festival." Alex Correa described it as "powerful, joyful, and full of heart," and Hector Gallardo appreciated the positive and nurturing environment.
The festival takes place at The Union on Garey in Pomona. Passes are available through Eventbrite. For more information, visit ChicanoHollywood.com.
