The Chicano Hollywood Film Festival has announced that Pure Flix Familia, the upcoming Spanish-language and bilingual streaming platform from Great American Media, will serve as an official media sponsor for its second annual event, scheduled to take place from July 29 to August 2 in Pomona, California. This partnership underscores the festival's role as a pivotal gathering for Latino filmmakers and the entertainment industry's increasing focus on serving diverse audiences with faith-based and family-oriented programming.
As part of its involvement, Pure Flix Familia will host a fireside chat titled "Faith, Family & the Future: Introducing Pure Flix Familia," led by Chicano Hollywood founder Johnny Murillo. The session will feature Great American Media executives discussing the platform's vision, its commitment to offering a broad array of faith- and family-focused content, and its plans to collaborate with Latino filmmakers and content creators to develop original stories. The discussion will also explore the evolving landscape of faith and family entertainment and the opportunity to serve Latino audiences with culturally relevant programming that reflects their values and experiences.
Johnny Murillo expressed enthusiasm about the partnership, stating, "Pure Flix Familia's participation represents exactly the kind of meaningful industry connection we want to create through the Chicano Hollywood Film Festival. This is an opportunity for our filmmakers and creators to learn about a new platform that is actively looking to serve Latino families and collaborate with Latino storytellers." The festival, which showcases more than 140 films, also includes panels, workshops, and networking events aimed at bridging culture and commerce.
In addition to the fireside chat, Pure Flix Familia will host the "Spill the Café Storyteller Lounge," a space for attendees to learn about the platform's upcoming launch and its vision for working with the Latino creative community. The company will also sponsor the festival's Community Impact Legacy Award, presented during the Closing Night Awards ceremony on August 2, honoring individuals who demonstrate leadership and service in strengthening families and uplifting communities.
Denise Crayne, Chief Financial Officer of Great American Media, commented, "We are honored to join the Chicano Hollywood Film Festival and introduce Pure Flix Familia to such a dynamic community of filmmakers, creators, and entertainment leaders. Our goal is to build a welcoming home for faith- and family stories while creating meaningful opportunities for Latino storytellers to bring new voices, perspectives, and experiences to audiences." This move aligns with Great American Media's broader strategy to expand its footprint in the faith and family entertainment space, which already includes Great American Family, Great American Pure Flix, and Great American Faith & Living.
The significance of this sponsorship lies in its potential to open new doors for Latino creators in the faith and family genre, a segment that has been historically underserved. By aligning with the Chicano Hollywood Film Festival, Pure Flix Familia is signaling its commitment to authentic representation and community engagement. For filmmakers, this represents a tangible opportunity to access a platform that is actively seeking content that resonates with Latino audiences. For the industry, it highlights the growing demand for diverse, values-driven storytelling.
The festival, now in its second year, has quickly become a significant event for Latino cinema, providing a space where storytelling, culture, and industry intersect. With Pure Flix Familia's involvement, the event not only celebrates Chicano and Latino storytelling but also serves as a launchpad for potential collaborations that could shape the future of faith-based entertainment for Latino viewers.
