POMONA, CA – The Chicano Hollywood Film Festival has announced that Pure Flix Familia, the soon-to-launch Spanish-language and bilingual streaming platform dedicated to faith and family entertainment from Great American Media, will serve as an official media sponsor for its second annual event. The five-day festival, which celebrates Chicano and Latino storytelling through film screenings, panels, workshops, and cultural showcases, will feature Pure Flix Familia in several capacities, including a fireside chat and sponsorship of a community award.
As part of its participation, Pure Flix Familia 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 vision behind the new platform, its commitment to faith- and family-focused programming, and plans to collaborate with Latino filmmakers and content creators to develop original stories. The session will also explore the future of faith and family entertainment and the opportunity to serve Latino audiences with culturally relevant content.
Johnny Murillo emphasized the significance of Pure Flix Familia's involvement, stating, "Pure Flix Familia's participation represents exactly the kind of meaningful industry connection we want to create through the Chicano Hollywood Film Festival. 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."
In addition to the chat, Pure Flix Familia will host a "Spill the Café Storyteller Lounge," providing a space for filmmakers and attendees to learn about the platform and its upcoming launch. The company will also sponsor the festival's Community Impact Legacy Award, presented during the Closing Night Awards ceremony on Sunday, August 2. This award honors individuals who demonstrate leadership and service that strengthen families and uplift communities.
Denise Crayne, Chief Financial Officer of Great American Media, expressed enthusiasm about the partnership, saying, "We are honored to join the Chicano Hollywood Film Festival and introduce Pure Flix Familia to such a dynamic community of filmmakers, creators, and entertainment leaders. 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."
This sponsorship signals a strategic move by Great American Media to tap into the growing Latino market for faith-based entertainment. By aligning with the Chicano Hollywood Film Festival, Pure Flix Familia aims to build relationships with Latino creators and audiences, potentially filling a gap in culturally specific faith-based content. For the festival, the partnership brings additional visibility and resources, helping to elevate Latino voices in the entertainment industry.
The second annual Chicano Hollywood Film Festival will showcase more than 140 films and feature a range of panels, workshops, and cultural events. By bringing together pioneers and emerging voices, the festival fosters an environment where storytelling, culture, and commerce intersect, offering networking opportunities that can lead to future collaborations.
For Great American Media, which already operates Great American Family, Great American Pure Flix, and other faith-focused brands, the launch of Pure Flix Familia represents an expansion into Spanish-language content. This move reflects a broader industry trend toward serving diverse audiences with tailored programming, and it underscores the economic potential of the Latino demographic in entertainment.
The announcement comes as streaming services increasingly compete for niche audiences, and Pure Flix Familia's focus on faith and family values may appeal to a segment looking for alternatives to mainstream content. By partnering with the festival, the platform gains direct access to a community of creators who can produce authentic stories, potentially leading to original programming that resonates with Latino viewers.
As the festival proceeds, attendees will have opportunities to engage with Pure Flix Familia representatives, learn about potential collaborations, and gain insights into the platform's content strategy. This partnership exemplifies how media companies are seeking to build bridges with underrepresented communities, not just as consumers but as active participants in content creation.
