Chicano Hollywood Film Festival Returns to Pomona with Packed 5-Day Program Featuring Keanu Reeves and Biggest Latino Filmmakers Experience of the Summer

The Chicano Hollywood Film Festival returns to Pomona for its second annual edition, running July 29 through August 2, with a packed five-day program that includes more than 140 films, industry panels, and special guests such as 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 emerging and established storytellers to connect, learn, and showcase their work.

Keanu Reeves has signed on 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 mentorship and visibility to the project, highlighting the festival’s role in connecting major talent with independent filmmakers.

Latino power couple Emilio Rivera and Yadi Valerio Rivera executive-produced “Grit” through their production house, Outside the Box Films, with Yadi making her directorial debut. Their participation underscores the festival’s commitment to showcasing work from within the Latino community.

“We created this festival to champion Latino creators and serve our community, and this year represents an extraordinary step forward,” said 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 will open with a special screening of the 1979 film “Boulevard Nights,” honoring its legacy in Chicano cinema. Throughout the week, audiences will encounter both trailblazing artists and a new generation of filmmakers shaping the future of Latino storytelling.

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 of P&G Studios and Minivela CEO Manny Ruiz. The panel will discuss the micro sitcom series and the future of branded micro entertainment. At the Rico’s Tacos exhibit, attendees can participate in giveaways.

Pure Flix Familia, the soon-to-launch Spanish-language family and faith streaming platform, joins as an official festival sponsor and will participate in a panel about working with Latino creatives to develop family and faith entertainment.

Festival highlights include independent film screenings, industry-led workshops, filmmaker Q&As, networking opportunities, cultural showcases, and a concluding awards celebration. Sponsors include Procter & Gamble, Albertsons, Warner Bros., Lionsgate, Pure Flix Familia, City of Pomona, CIELO International Foods, and First Entertainment Credit Union.

Filmmakers from the inaugural festival praised the event for its empowering atmosphere and networking opportunities. Javo Aguirre called it “an empowering film festival,” while Seriina Covarrubias noted it was “a really solid indie festival.” Alex Correa described it as “powerful, joyful, and full of heart,” and Hector Gallardo highlighted the positive and nurturing atmosphere.

The festival takes place at The Union on Garey in Pomona. Passes can be purchased via Eventbrite. For more information, visit ChicanoHollywood.com.