The Chicano Hollywood Film Festival returns to Pomona for its second annual edition, running from July 29 through August 2, with an expanded five-day program that includes more than 140 films, dozens of industry panels, and a roster of special guests headlined by Keanu Reeves. The festival, which takes place at The Union on Garey in Pomona, California, aims to champion Latino creators and provide a platform for emerging and established storytellers to connect, learn, and showcase their work.
Keanu Reeves serves as executive producer on "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's involvement brings significant attention to the project and the festival. 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.
Festival founder Johnny Murillo emphasized the importance of the event's growth: "We created this festival to champion Latino creators and serve our community, and this year represents an extraordinary step forward. 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 legacy and the pioneers of Chicano cinema. Throughout the week, attendees can enjoy independent features, 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. Procter & Gamble, a festival sponsor, will host a panel on Saturday, August 1 at 1 p.m. titled "The Making of Rico's Tacos: How to Produce Verticals," featuring stars Momo Rodriguez and Maribel Chavez, along with Anna Saalfeld from P&G Studios and Minivela CEO Manny Ruiz. The panel will explore the future of branded micro entertainment, and the Rico's Tacos exhibit will offer 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. Representatives will participate in a panel discussing collaboration with Latino creatives to develop family and faith entertainment.
Other festival sponsors include Albertsons, Warner Bros., Lionsgate, 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's organization and impact. Javo Aguirre called it "Empowering" and "a celebration of filmmakers and our stories," while Seriina Covarrubias noted it was "a really solid indie festival" with excellent workshops. Alex Correa described it as "an unforgettable experience" and "powerful, joyful, and full of heart," and Hector Gallardo highlighted the "positive and nurturing atmosphere" and high-quality screenings.
Tickets for individual days and full-festival passes are available through Eventbrite. For more information, visit ChicanoHollywood.com.
