The Chicano Hollywood Film Festival announced Tuesday that Great American Media’s Pure Flix Familia, a forthcoming Spanish-language streaming platform dedicated to faith and family entertainment, will serve as an official media sponsor at its second annual event, running through August 2 in Pomona, California.
The partnership marks a significant step for Pure Flix Familia as it prepares to launch, offering Latino filmmakers a potential new outlet for their work. As part of the festival, the platform will present “Faith, Family & the Future: Introducing Pure Flix Familia,” a fireside chat hosted by Chicano Hollywood founder Johnny Murillo. Great American Media executives will discuss the platform’s vision, its programming strategy, and its commitment to collaborating with Latino creators on original stories.
“Pure Flix Familia’s participation represents exactly the kind of meaningful industry connection we want to create through the Chicano Hollywood Film Festival,” said Murillo. “This is an opportunity for our filmmakers and creators to learn about a new platform that is actively looking to serve Latino families and collaborate with Latino storytellers.”
The festival, which showcases more than 140 films, also includes industry panels, workshops, and networking events. Pure Flix Familia will host a “Spill the Café Storyteller Lounge” where attendees can learn about the platform and its upcoming launch. Additionally, the platform will sponsor the festival’s Community Impact Legacy Award, presented at the closing ceremony on Sunday.
Denise Crayne, Chief Financial Officer of Great American Media, emphasized the company’s goal: “Our goal is to build a welcoming home for faith- and family stories while creating meaningful opportunities for Latino storytellers to bring new voices, perspectives, and experiences to audiences.”
The move reflects a broader trend in streaming services seeking to cater to underserved demographics. For Latino audiences, who are often underrepresented in mainstream faith-based content, Pure Flix Familia aims to offer culturally relevant programming that reflects their values and experiences. By engaging directly with independent filmmakers at the festival, the platform hopes to build a pipeline of original content tailored to this audience.
Industry analysts note that faith-based streaming has grown in popularity, and Spanish-language offerings remain a gap in the market. Pure Flix Familia’s sponsorship could position it as a key player in serving Latino families seeking entertainment aligned with their beliefs.
The Chicano Hollywood Film Festival, now in its second year, celebrates both established and emerging Latino talent. Murillo sees the partnership as a win for the creative community: “This is exactly the kind of meaningful industry connection we want to create.”
For more information about the festival, visit Chicano Hollywood. For details on Great American Media’s streaming services, see Pure Flix.
