Chicano Hollywood Film Festival Returns with Expanded Five-Day Program, Star-Studded Lineup, and Major Sponsorships

The Chicano Hollywood Film Festival is back in Pomona for its second year, delivering an expanded five-day program that organizers say represents a major leap forward for Latino representation in entertainment. Running from July 29 through August 2 at the Union on Garey, the festival boasts more than 140 films, dozens of industry panels, and a roster of special guests that includes Hollywood heavyweight Keanu Reeves and Latino entertainment leaders Emilio Rivera and Danny De La Paz.

Reeves joins the festival as an executive producer on “Madwoman’s Game,” a documentary directed by Zach Zamboni that follows Bianca Mitchell-Avila’s journey through competitive chess. The project, produced with Sugar23, UltraBoom Media, and Starbucks Studios, highlights the festival’s commitment to supporting emerging filmmakers. Meanwhile, Latino power couple Emilio Rivera and Yadi Valerio Rivera executive-produced the film “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’s significance extends beyond screenings. It serves as a convergence point for emerging and established storytellers, offering immersive experiences that include independent film screenings, industry-led workshops, filmmaker Q&As, and networking opportunities designed to connect talent with entertainment professionals. The opening night features a special screening of the landmark 1979 film “Boulevard Nights,” honoring the pioneers of Chicano cinema while also showcasing a new generation of filmmakers.

Corporate sponsorships are a key indicator of the festival’s growing economic and cultural impact. Procter & Gamble (P&G) returns as a sponsor, spotlighting its micro sitcom series “Rico’s Tacos,” produced in collaboration 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, Senior Brand Director at P&G Studios, and Minivela CEO Manny Ruiz. The series exemplifies how brands are investing in Latino-driven content and the future of branded micro entertainment.

Another major sponsor, Pure Flix Familia, the upcoming Spanish-language family and faith streaming platform by Pure Flix, joins as the official Latino streaming service partner. Representatives will participate in a panel to discuss how they are working with Latino creatives to develop future content, opening doors for collaboration.

The festival’s growth is reflected in its sponsor list, which includes Warner Bros., Lionsgate, the City of Pomona, CIELO International Foods, and First Entertainment Credit Union. These partnerships signal a broader industry recognition of the economic power of Latino audiences and the importance of diverse storytelling.

Attendees can expect cultural showcases, awards celebrations, and a concluding ceremony recognizing filmmakers. The event is presented by Chicano Hollywood, a media platform dedicated to amplifying Latino storytellers across film, television, music, and digital media. With its expanded format and high-profile support, the festival is positioned as a pivotal event for Latino entertainment, fostering professional development and community building.

For more information, visit www.ChicanoHollywood.com.