The Chicano Hollywood Film Festival is back in Pomona for its second annual edition, running from July 29 to August 2, 2026. This year's event promises an expanded five-day program featuring over 140 films, dozens of industry panels, and a lineup of 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 emerging and established storytellers to connect and showcase their work.
Keanu Reeves joins the festival as executive producer of the documentary "Madwoman's Game," directed by Zach Zamboni and produced by Sugar23, UltraBoom Media, and Starbucks Studios. The film follows Bianca Mitchell-Avila's journey through competitive chess, a project that Reeves supported to help bring to the screen. Latino power couple Emilio Rivera and Yadi Valerio Rivera also contribute to the festival's programming, executive-producing "Grit" through their production house, Outside the Box Films, with Yadi making her directorial debut.
Johnny Murillo expressed excitement about the festival's growth, stating, "We created this festival to champion Latino creators and serve our community, and this year represents an extraordinary step forward." He highlighted the expanded program, major talent, and sponsor support as key factors in building a stronger platform for Latino storytelling.
The festival opens with a special screening of the 1979 landmark film "Boulevard Nights," honoring the pioneers of Chicano cinema. Throughout the week, audiences will experience a diverse range of content, including independent features, documentaries, shorts, pilots, animation, music videos, and emerging formats. Industry-led workshops, filmmaker Q&As, and networking opportunities are designed to provide practical knowledge and foster connections between emerging talent and established professionals.
Special guests this year include Danny De La Paz, Emilio Rivera, Yadi Valerio Rivera, Anthony L Fernandez, Steve Louis Villegas, Momo Rodriguez, and Maribel Chavez. The festival also features a panel titled "The Making of Rico's Tacos: How to Produce Verticals" on Saturday, August 1 at 1 p.m., spotlighting the micro sitcom series produced by Procter & Gamble in collaboration with Albertsons Media Collective, Minivela, and Chicano Hollywood. Panelists include Momo Rodriguez, known for "Lopez vs. Lopez" and "Mayans M.C.," co-star Maribel Chavez, Anna Saalfeld of P&G Studios, and Minivela CEO Manny Ruiz, who serves as showrunner. The Rico's Tacos exhibit will offer social media giveaways, with hundreds receiving branded bags featuring P&G and Albertsons products.
Another major sponsor, Pure Flix Familia, joins as the official Latino streaming service partner. The Spanish-language family and faith platform will participate in a panel discussing collaboration with Latino creatives to develop future content. Festival sponsors include Procter & Gamble, Albertsons, Warner Bros., Lionsgate, Pure Flix Familia, City of Pomona, CIELO International Foods, and First Entertainment Credit Union.
The festival concludes with an awards celebration recognizing filmmakers and creative achievements. Testimonials from inaugural festival attendees praised the event's organization, welcoming atmosphere, and empowering workshops. Filmmaker Javo Aguirre described it as "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... These folks are buttoned up in all the right ways." Alex Correa called it "an unforgettable experience... full of heart," and Hector Gallardo appreciated the nurturing atmosphere and high-quality screenings.
The festival takes place at The Union on Garey, 350 North Garey Avenue, Pomona, CA 91767. Individual-day and full-festival passes are available through Eventbrite. For more information, visit www.ChicanoHollywood.com.
