The Chicano Hollywood Film Festival is back in Pomona for its second year, running from July 29 through August 2, with a lineup that includes more than 140 films, industry panels, and notable guests such as 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.
Reeves serves as executive producer on "Madwoman's Game," a documentary 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' involvement highlights the cross-cultural appeal and mentorship opportunities the festival facilitates.
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. Their participation underscores the festival's role in fostering new talent and creative leadership within the Latino community.
This year's festival has expanded to five days, featuring a mix of independent films, workshops, Q&As, and networking events. The opening night will showcase the landmark 1979 film "Boulevard Nights," honoring its legacy in Chicano cinema. Special guests include actors like Danny De La Paz, Emilio Rivera, Yadi Valerio Rivera, Anthony L Fernandez, Steve Louis Villegas, Momo Rodriguez, and Maribel Chavez.
Sponsors play a significant role in the festival's growth. Procter & Gamble will spotlight its micro sitcom series "Rico's Tacos," produced with Albertsons Media Collective, Minivela, and Chicano Hollywood. A panel on Saturday, August 1, will discuss the making of the series and the future of branded micro entertainment, featuring stars Momo Rodriguez and Maribel Chavez, along with Anna Saalfeld from P&G Studios and Minivela CEO Manny Ruiz. Attendees can participate in 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 participate in a panel to discuss collaboration with Latino creatives, offering networking opportunities for attendees.
Festival highlights include opening night screenings, independent features, documentaries, shorts, and workshops led by industry professionals. The event also includes cultural showcases and an awards celebration, honoring both pioneers and new voices in Latino storytelling.
Other sponsors include Warner Bros., Lionsgate, City of Pomona, CIELO International Foods, and First Entertainment Credit Union. Filmmakers from the inaugural festival praised its organization and supportive atmosphere, with one attendee calling it "empowering" and another noting the high-quality screen and welcoming environment.
The festival takes place at The Union on Garey, 350 North Garey Avenue, Pomona, CA. Passes are available via Eventbrite. For more information, visit ChicanoHollywood.com.
