The Chicano Hollywood Film Festival returns to Pomona for its second annual edition, running from July 29 to August 2, with a packed five-day program that showcases more than 140 films, dozens of industry panels, and special guests including Keanu Reeves. The festival, held at The Union on Garey in Pomona, California, has expanded this year to include major talent and sponsors, marking a significant step forward in its mission to champion Latino creators.
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 through competitive chess, and Reeves’ involvement brings mentorship and visibility to the project. Latino power couple Emilio Rivera and Yadi Valerio Rivera also 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 enduring legacy and the pioneers of Chicano cinema. Throughout the week, audiences will encounter both trailblazing artists and a new generation of filmmakers shaping the future of Latino storytelling. In addition to Reeves, special guests include Danny De La Paz, Emilio Rivera, Yadi Valerio Rivera, Anthony L Fernandez, Steve Louis Villegas, Momo Rodriguez, and Maribel Chavez.
Procter & Gamble, a festival sponsor, will have a presence highlighting its micro sitcom series, “Rico’s Tacos,” produced in collaboration with Albertsons Media Collective, Minivela, and Chicano Hollywood. On Saturday, August 1st at 1 p.m., the panel “The Making of Rico’s Tacos: How to Produce Verticals” will feature stars Momo Rodriguez and Maribel Chavez, along with Anna Saalfeld, Senior Brand Director at P&G Studios, and Minivela CEO Manny Ruiz, who serves as showrunner. At the Rico’s Tacos exhibit, festival guests can participate in social media giveaways.
Pure Flix Familia, the soon-to-launch Spanish-language family and faith streaming platform, joins as the official Latino streaming service partner of the festival. Representatives will participate in a panel to discuss working with Latino creatives to develop family and faith entertainment.
Festival highlights include independent feature films, documentaries, shorts, pilots, animation, music videos, and emerging formats; industry-led workshops; filmmaker conversations; networking opportunities; cultural showcases; and a concluding awards celebration. 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 for its empowering atmosphere and networking opportunities. Javo Aguirre called it an “empowering film festival,” while Seriina Covarrubias noted it was “a really solid indie festival.” Alex Correa described it as “unforgettable,” and Hector Gallardo highlighted the positive and nurturing atmosphere.
For more information, visit ChicanoHollywood.com.
