The Chicano Hollywood Film Festival is back in Pomona for its second year, running from July 29 through August 2, with a packed five-day schedule that includes more than 140 films, industry panels, and special appearances by Keanu Reeves and notable Latino entertainment figures. The festival, held at The Union on Garey in Pomona, aims to champion Latino creators and provide a platform for emerging and established storytellers.
Keanu Reeves has signed on as 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 in competitive chess. Reeves’ involvement brings attention to this passion project from a young New Mexico filmmaker. Additionally, 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.
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 opens with a screening of the landmark 1979 film “Boulevard Nights,” honoring its legacy in Chicano cinema. Throughout the week, attendees can experience independent films, workshops, Q&As, and networking events designed to foster connections between emerging talent and industry professionals. Special guests include 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 this year’s event. Procter & Gamble will spotlight its micro sitcom series “Rico’s Tacos,” produced with Albertsons Media Collective, Minivela, and Chicano Hollywood. On Saturday, August 1 at 1 p.m., a panel titled “The Making of Rico’s Tacos: How to Produce Verticals” will feature stars Momo Rodriguez and Maribel Chavez, along with Anna Saalfeld from P&G Studios and Minivela CEO Manny Ruiz. Festival guests can also participate in social media giveaways at the Rico’s Tacos exhibit.
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 collaboration with Latino creatives to develop family and faith entertainment.
The festival includes a concluding awards celebration recognizing filmmakers and creative achievement. By honoring pioneers and elevating new voices, the Chicano Hollywood Film Festival creates a space where storytelling, culture, and community converge. Sponsors include Procter & Gamble, Albertsons, Warner Bros., Lionsgate, Pure Flix Familia, City of Pomona, CIELO International Foods, and First Entertainment Credit Union.
Filmmakers from the inaugural festival praised the event. Javo Aguirre called it an “Empowering film festival! Wonderfully organized, incredibly welcoming, and truly a celebration of filmmakers and our stories.” Seriina Covarrubias noted, “This is a really solid indie festival. Well put together, beautiful venue, love the workshops.” Alex Correa described it as “an unforgettable experience… powerful, joyful, and full of heart.” Hector Gallardo added, “Every single day of the festival was filled with such a positive and nurturing atmosphere.”
Tickets for individual days or full festival passes are available through Eventbrite at Eventbrite. For more information, visit ChicanoHollywood.com.
