In a film festival landscape increasingly hungry for diversity yet still falling short in its representation of Latino voices, the Mexican American Film & Television Festival and Awards (MAFTF) is emerging as a powerful and necessary force. Now in its fourth year, this groundbreaking festival is the only one in the United States focused on turning a spotlight on the Mexican-American filmmaker —a group that, despite being the largest and most economically powerful Latino demographic, remains the most stereotyped and underrepresented in American media.
In May 2025 MAFTF presented it’s 4th edition, held over two days at the iconic Harmony Gold in Hollywood and the Milagro Theaters in Norwalk California, showcased this mission in full force, with corporate support from entertainment giants like MGM, Amazon, and Regal Cinemas, reflecting a growing acknowledgment of the festival’s influence.
Founded by visionary Dr. Jose Luis Ruiz, MAFTF is more than just a celebration of culture—it’s a corrective movement aimed at challenging deeply rooted media stereotypes and amplifying authentic stories. The Mexican-American Film & Television Festival MAFTF has grown to become the premier Los Angeles Festival, representing the 40 million Americans of Mexican descent. Its focus is projects which depict the Mexican-American community, not with the usual Hollywood stereotype, but the more real-to-life depiction of a community of hardworking Americans who contribute and have contributed endlessly to this country.
A Spotlight on Excellence
MAFTF is also dedicated to attract and honor some of Hollywood.s most accomplished figures. In a matter of four years, the festival has recognized some of the most accomplish filmmakers in Hollywood, including: Aademy Award-winning produer Yvett Merino, (Encanto); renowned director behind G20, Patricia Riggen (Miracles from Heaven); Frank Rodriguez, a leading executive at MGM Amazon Studios, and Moctezuma Esparza, Producer (Selena, Walkout, Milagro Beanfield War) among many.
These honorees, and many others, not only represent the heights Mexican Americans hacw reach in Hollywood but also serve as mentors and advocates for the next generation of talent. Their recognition by MAFTF serves to validate their lifelong contributions and underscore the significance of cultural representation in film and television.
Empowering the Future
While the awards bring deserved attention to established names, MAFTF’s core mission is supporting emerging filmmaker voices. Through its expanding platform, the festival has become a launchpad for filmmakers, actors, and creators. Each year, finishing grants are awarded to help filmmakers complete their projects, giving them crucial resources to bring their visions to life.
In addition to financial support, the festival offers year-round programming such as their yearly Masterclass with industry veterans, thought-provoking panels, and networking events aimed at building a sustainable ecosystem for Mexican American creatives.
A Growing Cultural Movement
More than a film event, MAFTF is the nucleus of a larger cultural awakening, highlighting the rich and diverse stories of Mexican Americans and Latinos. These stories are not only historically important but resonate deeply in a country where Latinos are the largest minority group, with Mexican Americans making up 66% of the Latino population.
With the U.S. Latino GDP now at $3.7 trillion annually, according to the Latino Donor Collaborative, the economic and cultural influence of Latinos in this country cannot be overstated. MAFTF is riding the wave of this momentum, earning national recognition and expanding its impact with each passing year. It’s a long-overdue platform for a community that has given so much to the American fabric, yet for too long, has been left out of its storytelling.
Looking Ahead
As MAFTF continues to grow in stature and relevance, its work is more crucial than ever. It is reshaping the narrative, empowering creators, and reclaiming identity—one story, one film, one celebration at a time. The message is clear: Mexican Americans are no longer waiting for Hollywood to notice them—they are building their own stage and inviting the world to see.
For the past four years, the Mexican American Film and Television Festival (MAFTF) has been committed to uplifting emerging filmmakers and their stories. This year, that mission came full circle when the festival’s founder, Dr. Ruiz, screened his own work-in-progress feature film, The Girl at the Fruit Stand, a modern Cinderella story of Xochitl, a Mexican-American street vendor offered a life-changing opportunity.
After debuting his short The First Cowboy a year before at MAFTF festival, Dr. Ruiz returned—not just as a founder, but as a filmmaker—using the festival as a platform to gather feedback and gauge audience response with his feature. His example underscores a valuable insight for all filmmakers: showcasing your film to a live audience can be a crucial final step. Testing marketability, refining based on reaction, and experiencing how the story resonates in real time can provide the finishing touch before release.
