The second annual Chicano Hollywood Film Festival, set to take place in Pomona, California, 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. The five-day event, which runs through August 2, brings together filmmakers, industry executives, and audiences for screenings, panels, and networking opportunities centered on Chicano and Latino storytelling.
Pure Flix Familia's involvement includes a fireside chat titled "Faith, Family & the Future: Introducing Pure Flix Familia," hosted by festival founder Johnny Murillo. The discussion will feature Great American Media executives outlining the platform's vision, its commitment to faith- and family-focused programming, and its intention to collaborate with Latino filmmakers and content creators. The session aims to address the evolving landscape of faith and family entertainment and the growing demand for culturally relevant content for Latino audiences.
Johnny Murillo emphasized the significance of 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 streaming service will also host a "Spill the Café Storyteller Lounge," providing a space for attendees to engage with the platform's team and learn about upcoming opportunities. Additionally, Pure Flix Familia will sponsor the festival's Community Impact Legacy Award, presented during the closing night ceremony on Sunday, August 2. The award recognizes individuals who demonstrate leadership and service in strengthening families and uplifting communities.
Denise Crayne, Chief Financial Officer of Great American Media, expressed enthusiasm about the collaboration, saying, "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 partnership is part of a broader strategy by Great American Media to expand its footprint in the Spanish-language market. The company, which also operates Great American Family and Great American Pure Flix, has seen rapid growth in faith and family entertainment. The launch of Pure Flix Familia aligns with industry trends showing increased demand for diverse, family-friendly content, particularly among Hispanic viewers. By engaging directly with the Chicano Hollywood community, the platform seeks to build authentic relationships and foster original programming that reflects the values and experiences of Latino audiences.
The festival itself expects to showcase more than 140 films and a wide range of panels, workshops, and cultural events. For emerging filmmakers, the presence of a major streaming platform like Pure Flix Familia represents a potential avenue for distribution and collaboration. As the festival highlights both pioneering figures and new voices, the involvement of Pure Flix Familia underscores the growing commercial interest in Latino storytelling and the importance of faith-based content in the broader entertainment landscape.
