The Chicano Hollywood Film Festival returns to Pomona for its second annual five-day celebration, running from July 29 through August 2, 2026, at The Union on Garey. This year's event boasts a program of more than 140 films, dozens of industry panels, and special guests including Keanu Reeves and prominent Latino entertainment figures. Founded by Johnny Murillo, the festival aims to champion Latino creators and provide a platform for diverse storytelling.
Keanu Reeves has signed on as executive producer for the documentary "Madwoman's Game," directed by Zach Zamboni and produced with Sugar23, UltraBoom Media, and Starbucks Studios. The film follows Bianca Mitchell-Avila's journey through competitive chess. 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. Other special guests include Danny De La Paz, Anthony L Fernandez, Steve Louis Villegas, Momo Rodriguez, and Maribel Chavez.
"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 opens with a special screening of the landmark 1979 film "Boulevard Nights," honoring its enduring legacy in Chicano cinema. Throughout the week, attendees can expect independent film screenings, industry workshops, filmmaker Q&As, networking opportunities, and cultural showcases celebrating Chicano and Latino storytelling.
Procter & Gamble, a festival sponsor, will spotlight its micro sitcom series "Rico's Tacos," produced with Albertsons Media Collective, Minivela, and Chicano Hollywood. On Saturday, August 1st at 1 p.m., the panel "The Making of Rico's Tacos: How to Produce Verticals" will feature stars Momo Rodriguez and Maribel Chavez, along with Anna Saalfeld, Senior Brand Director at P&G Studios, and Minivela CEO Manny Ruiz. 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 an official sponsor and will participate in a panel about developing family and faith entertainment with Latino creatives. Other sponsors include 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. By honoring pioneers and elevating new voices, the Chicano Hollywood Film Festival creates a space where storytelling, culture, professional development, and community converge. Passes are available at Eventbrite. For more information, visit ChicanoHollywood.com.
Filmmakers from the inaugural festival praised the event for its welcoming atmosphere and valuable networking opportunities. One attendee noted, "Every single day of the festival was filled with such a positive and nurturing atmosphere." The festival continues to build a platform for Latino storytellers to be seen and celebrated.
