The Chicano Hollywood Film Festival is set to return to Pomona for its second annual edition, running from July 29 to August 2, with an expanded five-day program that promises to be the summer's biggest gathering of Latino filmmakers and entertainment leaders. The festival will showcase more than 140 films, dozens of industry panels, and special guests including Keanu Reeves, Danny De La Paz, Emilio Rivera, and other prominent voices in Latino entertainment.
Keanu Reeves has signed on as executive producer of the documentary "Madwoman's Game," lending his name and mentorship to help a young New Mexico filmmaker's passion project reach the screen. Directed by Zach Zamboni and produced with Sugar23, UltraBoom Media, and Starbucks Studios, the film follows Bianca Mitchell-Avila's journey through the world of competitive chess. Latino power couple Emilio Rivera and his wife, Yadi Valerio Rivera, executive-produced "Grit" through their production house, Outside the Box Films, with Yadi making her directorial debut on the project.
"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."
More than a traditional film festival, Chicano Hollywood brings emerging and established storytellers together for an immersive experience featuring independent film screenings, industry-led workshops, filmmaker Q&As, networking opportunities, and cultural showcases honoring the richness of Chicano and Latino storytelling. The festival will open with a special screening of the landmark 1979 film "Boulevard Nights," celebrating its enduring legacy and the pioneers who helped establish Chicano cinema.
Among the special guests are 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 host a panel titled "The Making of Rico's Tacos: How to Produce Verticals" on Saturday, August 1 at 1 p.m., featuring 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.
Pure Flix Familia, the upcoming 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 how they are working with Latino creatives to develop the future of family and faith entertainment.
The festival highlights include the opening night screening of "Boulevard Nights," independent feature films, documentaries, shorts, pilots, animation, music videos, and emerging formats. Industry-led workshops will offer practical knowledge in filmmaking and entertainment, while filmmaker conversations and Q&As provide opportunities for creators to connect directly with audiences. Networking events will connect emerging talent with established entertainment professionals, and cultural showcases will celebrate Chicano and Latino film, music, art, and community. The festival concludes with an awards celebration recognizing filmmakers and creative achievement.
Festival sponsors include Procter & Gamble, Albertsons, Warner Bros., Lionsgate, Pure Flix Familia, City of Pomona, CIELO International Foods, and First Entertainment Credit Union. The event takes place at The Union on Garey, 350 North Garey Avenue, Pomona, CA 91767. Individual-day and full-festival passes are available through Eventbrite.
By honoring the pioneers who paved the way while elevating the voices shaping what comes next, the Chicano Hollywood Film Festival creates a space where storytelling, culture, professional development, and community come together.
