The Chicano Hollywood Film Festival is back in Pomona for its second year, boasting a five-day program that festival organizers say is the summer's biggest gathering of Latino filmmakers and entertainment leaders. Running July 29 through August 2, the event will showcase more than 140 films, dozens of industry panels, and special guests including Keanu Reeves, Danny De La Paz, and Emilio Rivera. The festival aims to champion Latino creators and build a stronger platform for their stories.
Keanu Reeves has signed on as executive producer of the documentary "Madwoman's Game," which follows Bianca Mitchell-Avila's journey through competitive chess. Directed by Zach Zamboni and produced with Sugar23, UltraBoom Media, and Starbucks Studios, the film is a passion project for a young New Mexico filmmaker. Reeves' involvement brings his name and mentorship to help the project reach a wider audience. Latino power couple Emilio Rivera and Yadi Valerio Rivera executive-produced the film "Grit" through their production house, Outside the Box Films, with Yadi making her directorial debut.
Johnny Murillo, founder of Chicano Hollywood, 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 goes beyond traditional screenings, offering workshops, Q&As, networking, and cultural showcases that honor Chicano and Latino storytelling.
The opening night will feature a special screening of the landmark 1979 film "Boulevard Nights," celebrating its legacy and the pioneers of Chicano cinema. Throughout the week, audiences will encounter both trailblazing artists and emerging filmmakers. Special guests include Danny De La Paz, Emilio Rivera, Yadi Valerio Rivera, Anthony L Fernandez, Steve Louis Villegas, Momo Rodriguez, and Maribel Chavez.
A highlight is the panel "The Making of Rico's Tacos: How to Produce Verticals," scheduled for Saturday, August 1 at 1 p.m. This panel, part of Procter & Gamble's sponsorship, will feature 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. The series, produced in collaboration with Albertsons Media Collective and Chicano Hollywood, represents the future of branded micro entertainment. At the Rico's Tacos exhibit, festival-goers can participate in social media giveaways and receive branded merchandise.
Pure Flix Familia, a Spanish-language family and faith streaming platform, joins as the official Latino streaming service partner. Representatives will participate in a panel discussing how they are working with Latino creatives to develop content. Other sponsors include Warner Bros., Lionsgate, City of Pomona, CIELO International Foods, and First Entertainment Credit Union.
The festival concludes with an awards celebration recognizing filmmakers and creative achievement. For those interested in attending, passes can be purchased at Chicano Hollywood Film Festival Tickets. More information is available at ChicanoHollywood.com. The festival is held at The Union on Garey, 350 North Garey Avenue, Pomona, CA 91767.
