The Chicano Hollywood Film Festival is back in Pomona for its second year, running July 29 through August 2, with a packed five-day program that includes more than 140 films, dozens of industry panels, and special guests such as Keanu Reeves, Danny De La Paz, and Emilio Rivera. The festival, held at The Union on Garey, aims to champion Latino creators and provide a platform for emerging and established storytellers to connect, learn, and showcase their work.
Keanu Reeves joins as executive producer of “Madwoman’s Game,” a documentary 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 Reeves’ involvement helps bring this passion project to the screen. 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.
“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,” celebrating its legacy and the pioneers of Chicano cinema. Throughout the week, audiences will encounter both trailblazing artists and a new generation of filmmakers. Panels and workshops cover practical filmmaking knowledge, while networking opportunities connect emerging talent with industry professionals.
Procter & Gamble, a festival sponsor, will spotlight its micro sitcom series “Rico’s Tacos,” produced with Albertsons Media Collective, Minivela, and Chicano Hollywood. On Saturday, August 1, the panel “The Making of Rico’s Tacos: How to Produce Verticals” will feature stars Momo Rodriguez and Maribel Chavez, along with Anna Saalfeld of P&G Studios and Minivela CEO Manny Ruiz. Festival guests can participate in social media giveaways at the Rico’s Tacos exhibit.
Pure Flix Familia, a soon-to-launch Spanish-language family and faith streaming platform, joins as the official Latino streaming service partner. Representatives will discuss how they are working with Latino creatives to develop family and faith entertainment. Other sponsors include Warner Bros., Lionsgate, City of Pomona, CIELO International Foods, and First Entertainment Credit Union.
The festival also features independent films, documentaries, shorts, pilots, animation, music videos, and emerging formats. Cultural showcases celebrate Chicano and Latino film, music, art, and community, culminating in an awards celebration recognizing filmmakers and creative achievement.
Testimonials from inaugural festival participants highlight its impact. Javo Aguirre called it “empowering” with “networking galore and excellent workshops.” Seriina Covarrubias praised its organization and workshops, while Alex Correa described it as “powerful, joyful, and full of heart.” Hector Gallardo noted the “positive and nurturing atmosphere” and high-quality screenings.
The event takes place at The Union on Garey, 350 North Garey Avenue, Pomona, CA 91767. Passes can be purchased via Eventbrite. For more information, visit ChicanoHollywood.com.
