The Chicano Hollywood Film Festival is back in Pomona for its second annual edition, running from 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, founded by Johnny Murillo, aims to champion Latino creators and provide a platform for emerging and established storytellers to connect, learn, and showcase their work.
Keanu Reeves has signed on as executive producer for 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. Reeves’ involvement brings significant attention to the project and to the festival, highlighting the intersection of mainstream Hollywood and Latino-led storytelling.
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. Their participation underscores the festival’s role in supporting Latino talent both in front of and behind the camera.
“We created this festival to champion Latino creators and serve our community, and this year represents an extraordinary step forward,” said Murillo. “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 enduring legacy in Chicano cinema. Throughout the week, audiences will encounter both trailblazing artists and a new generation of filmmakers. The program includes independent feature films, documentaries, shorts, pilots, animation, music videos, and emerging formats, along with industry-led workshops, filmmaker Q&As, networking opportunities, and cultural showcases.
Special guests include Danny De La Paz, Emilio Rivera, Yadi Valerio Rivera, Anthony L Fernandez, Steve Louis Villegas, Momo Rodriguez, and Maribel Chavez. On Saturday, August 1, 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, Senior Brand Director at P&G Studios, and Minivela CEO Manny Ruiz, who serves as showrunner for the series. The panel will discuss the future of branded micro entertainment, and festival guests can participate in social media giveaways at the Rico’s Tacos exhibit.
Procter & Gamble, a festival sponsor, will have a presence at the event spotlighting its micro sitcom series, Rico’s Tacos, produced in collaboration with Albertsons Media Collective, Minivela, and Chicano Hollywood. Pure Flix Familia, the soon-to-launch Spanish-language family and faith streaming platform, joins as the official Latino streaming service partner, with representatives participating in a panel about developing content with Latino creatives.
Festival sponsors include Procter & Gamble, Albertsons, Warner Bros., Lionsgate, Pure Flix Familia, City of Pomona, CIELO International Foods, and First Entertainment Credit Union. The festival concludes with an awards celebration recognizing filmmakers and creative achievement.
Filmmakers from the inaugural festival praised the event for its organization, welcoming atmosphere, and networking opportunities. Javo Aguirre called it an “empowering film festival,” while Seriina Covarrubias recommended it as a “really solid indie festival.” Alex Correa described it as “powerful, joyful, and full of heart,” and Hector Gallardo noted the “positive and nurturing atmosphere” and the high-quality screen.
The festival takes place at The Union on Garey, 350 North Garey Avenue, Pomona, CA 91767. Individual-day and full-festival passes are available through Eventbrite. For more information, visit ChicanoHollywood.com.
