The Chicano Hollywood Film Festival is back in Pomona for its second year, and it’s bigger than ever. Running from July 29 through August 2 at The Union on Garey, the event features more than 140 films, dozens of industry panels, and special guests including 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 their stories to reach wider audiences.
One of the most notable developments this year is Keanu Reeves joining as executive producer of “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. Reeves’s involvement brings significant attention to the project and the festival itself.
Another highlight is the presence of Latino power couple Emilio Rivera and Yadi Valerio Rivera, who executive-produced “Grit” through their production house, Outside the Box Films. Yadi makes her directorial debut with this project, adding to the festival’s showcase of emerging and established talent.
“We created this festival to champion Latino creators and serve our community, and this year represents an extraordinary step forward,” said Johnny 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 the pioneers of Chicano cinema. Throughout the week, attendees can enjoy independent films, documentaries, shorts, pilots, animation, music videos, and emerging formats. Industry-led workshops, filmmaker Q&As, networking opportunities, and cultural showcases round out the immersive experience.
Major sponsors include Procter & Gamble, Albertsons, Warner Bros., Lionsgate, Pure Flix Familia, City of Pomona, CIELO International Foods, and First Entertainment Credit Union. P&G 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 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, a soon-to-launch Spanish-language family and faith streaming platform, joins as the official Latino streaming service partner. Representatives will participate in a panel about working with Latino creatives to develop family and faith entertainment.
The festival concludes with an awards celebration recognizing filmmakers and creative achievement. By honoring pioneers and elevating new voices, the Chicano Hollywood Film Festival creates a space where storytelling, culture, professional development, and community come together.
Filmmakers from the inaugural festival praised the event. Javo Aguirre called it “Empowering film festival! Wonderfully organized, incredibly welcoming, and truly a celebration of filmmakers and our stories.” Seriina Covarrubias noted, “This is a really solid indie festival. Well put together, beautiful venue, love the workshops.” Alex Correa described it as “an unforgettable experience… powerful, joyful, and full of heart.” Hector Gallardo added, “Every single day of the festival was filled with such a positive and nurturing atmosphere.”
Tickets for individual days and full-festival passes are available through Eventbrite. For more information, visit ChicanoHollywood.com.
