The Chicano Hollywood Film Festival is back for its second year in Pomona, California, running from July 29 through August 2, with a packed five-day program that includes more than 140 films, dozens of industry panels, and a roster of special guests led by Keanu Reeves. The festival, which celebrates Latino storytelling, has expanded significantly since its inaugural event, underscoring its growing role in amplifying underrepresented voices in Hollywood.
Reeves joins the festival as an executive producer of 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 through competitive chess and represents a mentorship opportunity for a young New Mexico filmmaker. Latino power couple Emilio Rivera and Yadi Valerio Rivera also executive-produced the film “Grit” through their production house, Outside the Box Films, with Yadi making her directorial debut.
“We created this festival to champion Latino creators and serve our community, and this year represents an extraordinary step forward,” said Johnny Murillo, founder of Chicano Hollywood. “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 and the pioneers of Chicano cinema. Throughout the week, attendees can participate in independent film screenings, industry-led workshops, filmmaker Q&As, networking opportunities, and cultural showcases. The program also includes an awards celebration to recognize filmmakers and creative achievement.
Beyond screenings, the festival will host panels and exhibits that highlight the intersection of entertainment and branded content. Procter & Gamble, a festival sponsor, will present a panel titled “The Making of Rico’s Tacos: How to Produce Verticals” on Saturday, August 1, featuring stars Momo Rodriguez and Maribel Chavez, along with Anna Saalfeld, Senior Brand Director at P&G Studios, and Minivela CEO Manny Ruiz. The panel will explore the future of branded micro entertainment. Festival guests can also visit the Rico’s Tacos exhibit for social media giveaways, including bags with P&G and Albertsons products.
Pure Flix Familia, the soon-to-launch Spanish-language family and faith streaming platform owned by Pure Flix, has joined as the official Latino streaming service partner. Representatives will participate in a panel to discuss how they are working with Latino creatives to develop future content, offering networking opportunities for attendees.
Other festival sponsors include Warner Bros., Lionsgate, the City of Pomona, CIELO International Foods, and First Entertainment Credit Union. The festival is supported by a range of partners, reflecting growing corporate interest in Latino audiences.
Last year’s inaugural festival received praise from filmmakers. “Empowering film festival! Wonderfully organized, incredibly welcoming, and truly a celebration of filmmakers and our stories,” said Javo Aguirre. Another attendee, Hector Gallardo, noted, “The venue was beautiful, and the screen on which the films were shown was the most vibrant and high-quality picture I’ve seen out of almost any theatre.”
The event takes place at The Union on Garey, located at 350 North Garey Avenue, Pomona, CA 91767. Passes are available through Eventbrite. Chicano Hollywood is a media platform dedicated to celebrating and amplifying Latino storytellers across film, television, music, and digital media, and this year’s festival represents a significant step in its mission to build a more inclusive entertainment industry.
