The Mexican-American Film & Television Festival & Awards (MAFTF) returns for its milestone fifth year with growing momentum, expanding its footprint as a vital platform for Chicano and Mexican-American storytellers.  The two day festival will take place from March 25 and 26, expanding into two locations, Harmony Gold Theater in Hollywood and Milagro Cinemas located in Norwalk.

Founded with a mission to showcase, promote, and celebrate Mexican-American/Chicano filmmakers, MAFTF has steadily positioned itself as both a cultural and industry touchpoint—spotlighting voices too often underrepresented in mainstream Hollywood while championing authentic storytelling across all formats.

The festival has grown exponentially since it began in 2022. The projects were selected from over 200 submissions which included a wide variety of  film, documentary, television, and emerging vertical formats—underscoring both the demand and the creative surge within the community.

“MAFTF 2026 Theme: “Our Stories Must Be Told To Defy Adversity”, reminds us of how by telling our stories we inform, help heal and resist the forces which are hurting our community,” said Dr. Jose Luis Ruiz President & Festival Director of MAFTF.

In addition to the screenings, MAFTF features panels discussion, workshops, and Fireside Chats. 

The following panel discussion will be held on Saturday from 11:00AM – 6:00PM.

– Funding, Marketing & Distribution Panel

-The World of Vertical & How To Make Money With Them

– Casting & Production for Ultra Low Budget SAG Film

– Fireside Chat with Actor/Director & Producer Enrique Castillo

Special Honors Spotlight Industry Excellence

The culmination of the festival is the highly anticipated closing night Illustrious Awards, a recognition of the best of the festival and, this year the recognition of five individuals whose contributions—both in front of and behind the camera—exemplify the depth and range of Latino talent shaping today’s entertainment landscape.

Honorees

Veteran actor, writer, and director Enrique Castillo will receive the Lifetime Achievement Award, honoring a decades-long career that spans theater, film, and television. Castillo’s performances in films such as El Norte, Nixon, My Family, and Déjà Vu among many others, have consistently brought nuance and dignity to Latino characters. He remains indelibly associated with his iconic role as Montana in Blood In Blood Out, as well as his work on the Showtime series Weeds.

Rising multi-hyphenate Annie Gonzalez will be honored with the Illustrious Award for Outstanding Achievement in Acting. A Chicana actress, singer, and producer, Gonzalez has built a dynamic career with standout roles in Gentefied, Flamin’ Hot, and her portrayal of Jenni Rivera in the biopic Jenni. Her television work—including Shameless, American Horror Story, and Vida—reflects her ongoing commitment to advancing Latinx representation on screen.

Also receiving recognition is Mishel Prada, receiving the Illustrious Award for Trailblazing Excellence in Acting. Prada is best known for her groundbreaking role as Emma Hernandez in Starz’s Vida, portrayed a queer/pansexual Latina character with complexity and authenticity. She has also appeared as Detective KD Silva in Peacock’s The Continental, further expanding her range across genres.

Acclaimed television director Felix Alcala will receive the Trailblazer in Directing Award. With credits including Lone Star and 9-1-1 among many, Alcalá has helmed episodes of some of television’s most prominent series, helping shape the visual and narrative language of contemporary TV.

Rounding out the honorees is respected entertainment journalist Naibe Reynoso, who will be presented with the Excellence in Journalism Award and 

A Growing Cultural Force

According to several studies, although Mexican-Americans make up more than 11% of the U.S. population, they are significantly underrepresented or completely ignored by Hollywood. The Mexican-American Film & Television Festival stands as a beacon for inclusive storytelling for these filmmakers by creating space for narratives that are culturally specific yet universally resonant.

In just five years, MAFTF has evolved from a grassroots platform recognized for its significant cultural event, championing a new generation of storytellers while honoring those who have paved the way. With record submissions and a powerful slate of honorees, this year’s festival signals not just growth—but impact.

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The Dreamer Cinderella opens on January 23, 2026 in theaters nationwide, marking a major milestone for this bold indie romance with a studio-scale theatrical rollout. The Dreamer Cinderella marks the highly anticipated theatrical debut of a powerful new indie feature, arriving in cinemas nationwide. The film stars Tara Reid,Anakaren Chablé, Anthony W. Preston, Paul Rodriguez, Victoria Del Rosal, and Paul Johansson, bringing together a cross-generational ensemble of recognizable talent and emerging voices.

The film’s official World Premiere screening is on Wednesday, January 21st. Although it is already sold out, the producers are having local red carpet screening available for the public to attend, adding to the excitement of the opening week celebration. All audiences are invited to a red-carpet, Hollywood style screening at several locations at the following theaters (some cast will be in attendance).

Local red carpet premieres that have tickets available include (CLICK HERE Purchase tickets):

Tuesday, January 20 – Fresno, Maya Cinemas

Thursday, January 22 – Norwalk, Milagro Cinemas

Saturday, January 24 – Chino, Maya Cinemas

Sunday, January 25 – Las Vegas, Maya Cinemas

The producers also invite the public to support The Dreamer Cinderella beginning January 23rd at the following locations: CLICK HERE TO Purchase your ticket

? SOUTHERN CALIFORNIA

• Cinépolis Cinemas Pico Rivera
• Milagro 8 – Norwalk, Los Angeles, CA
• Regency Theatres Van Nuys Plant – Los Angeles, CA
• Regency Commerce 14 – Los Angeles, CA
• Maya Cinemas Chino 8

? CENTRAL CALIFORNIA

• Maya Cinemas Fresno 16
• Maya Cinemas Bakersfield 16
• Maya Cinemas Delano 12

? NORTHERN CALIFORNIA

• Maya Cinemas Pittsburg 16
• Brenden Theatres Modesto 18
• Maya Cinemas Salinas 14

? TEXAS

• City Base Cinemas – San Antonio, TX
• Santikos Casa Blanca – San Antonio, TX
• Premiere LUX Cine 17 IMAX – El Paso, TX
• AMC Gulf Pointe 30 – Houston, TX
• AMC Willowbrook 24 – Houston, TX

? LAS VEGAS

• Maya Cinemas North Las Vegas, NV

? FLORIDA

• AMC Hialeah 12 – Miami–Fort Lauderdale, FL
• AMC Tamiami 14 – Miami–Fort Lauderdale, FL

Written and directed by Dr. Jose-Luis Ruiz, The Dreamer Cinderella centers on Xochitl, a Mexican-American fruit vendor whose life is unexpectedly transformed when she becomes the focal point of a high-stakes bet between two rival film directors. Blending romance, social commentary, and industry satire, the film explores themes of ambition, visibility, and who gets to be seen—and valued—within Hollywood and beyond.

The film’s nationwide theatrical rollout underscores a growing appetite for culturally resonant, audience-driven independent cinema. Members of the media are invited to attend the red-carpet premiere and participate in exclusive interviews with cast and filmmakers, spotlighting the film’s message, cultural impact, and journey from grassroots development to wide theatrical release.

Community is invited to help make this a boxoffice success. Latinos have the power as they are the #1 film going audience.

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EXCLUSIVE: Dr. Ruiz Productions and Atlas Distribution Company have set January 23, 2026, as the official nationwide release date for The Dreamer Cinderella, the highly anticipated romance drama marking Dr. Ruiz Productions’ first-ever feature film.

The partnership represents a major milestone for the emerging production company as it expands into theatrical distribution with a story that celebrates perseverance, cultural identity, and the power of dreams.

“The Dreamer Cinderella is a beautifully crafted and deeply uplifting film that captures the wonder, courage, and faith that inspire audiences of all ages,” said Harmon Kaslow, President of Atlas Distribution Company. “It’s rare to see a story that blends timeless fairytale magic with such emotional truth and authenticity. Atlas is proud to bring this extraordinary film to theaters and into the hearts of moviegoers everywhere.”

About the Film

Blending the emotional resonance of Under the Same Moon with the transformational charm of My Fair Lady, The Dreamer Cinderella centers on Xochitl, a Mexican-American street fruit vendor whose life changes when a powerful film director, Andrew Goldblum (Anthony W. Preston), makes her the subject of a risky bet with his career rival.

Xochitl, played by AnaKaren Chable. is thrust into a world far removed from her own—one she perceives as hostile. What begins as a challenge quickly becomes a clash of cultures, paving the way for new friendships, surprising rivalries, and the pain of family separation — life-altering consequences.

A feel-good, Cinderella story for the whole family, the film explores the untold stories of hardworking street vendors who are too often overlooked, with the added topics of cultural bias, self esteem, immigration, DACA, and the pain of families separated.

Director’s Statement

“We are beyond thrilled to partner with Atlas Distribution Company to bring The Dreamer Cinderella to theaters,” said Dr. Jose-Luis Ruiz, who wrote, directed, and produced the film. “This story is a love letter to the immigrant experience — to the dreamers, workers, and families whose resilience and courage often go unseen. Our goal has always been to create films that reflect real lives and inspire hope, and we can’t wait for audiences to see themselves in this story.”

Dr. Ruiz Productions is a Los Angeles–based production company dedicated to creating inspiring and culturally resonant stories that celebrate humanity, perseverance, and emotional truth. With a focus on powerful narratives and meaningful representation, Dr. Ruiz Productions continues to champion independent filmmaking with heart.

The Dreamer Cinderella opens in theaters on January 23, 2026.

The post EXCLUSIVE: Atlas Distribution to Release Dr. Ruiz Productions’ Debut Feature ‘The Dreamer Cinderella’ in Theaters January 23, 2026 first appeared on .

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.

“I am  also aware that despite our shared heritage, filmmakers from Mexico and  Chicano/Mexican-American filmmakers have not always collaborated as closely as we could,” said Dr. Ruiz, “This year’s festival theme was a call to action – a reminder that by working together,  we can amplify our voices, share our stories, and celebrate our rich cultural diversity”.

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.

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Submission Deadline: Until January 15

The Mexican-American Cultural Foundation, a U.S. based non-profit organization dedicated to uplifting the Latino image in film and and television, will hold the 4th Edition of the Mexican-American Film and Television Festival  & Awards (MAFTF)  Saturday, April 19th and Sunday 20th, 2025, returning to its homebase at the Harmony Gold Theater in the heart of Hollywood. 

Filmmakers wishing to showcase their work at MAFTF are invited to submit now through our website  (www.MAFTF.org) where they can also find submission requirements. The final deadline for  submission is January 15^th , 2025. 

This year MAFTF continues its mission of amplifying the voices of Chicano/Mexican-American filmmakers with its theme Bridging Generations By Our Shared Roots: Somos De  Aquí Y Somos De Allá, which furthers their mission. The aim is to bridge the diverse experiences of Mexican born filmmakers and the Mexican-American/Chicano-born filmmakers, in an effort to showcase the nuanced difference and similarities which will foster communication, cultural awareness, and  shared identity through their projects.

The reality is, being Mexican-American fosters an opportunity to benefit from two rich cultures, shared experiences, and access to more perspectives that differ from one single  culture mindset. We are united, fierce, and resilient. 

MAFTF is a two day event with screenings of short films, features, and television content, culminating with the yearly Illustrious Award ceremony on April 20, 2025.  

“As we proudly announce the 2025 edition of the Mexican-American Film and Television Festival, I am reminded of the incredible success of our past three editions,” said MAFTF Director Dr. Jose-Luis Ruiz. “However, I am  also aware that despite our shared heritage, filmmakers from Mexico and  Chicano/Mexican-American filmmakers have not always collaborated as closely as we could. This year’s festival theme is a call to action – a reminder that by working together,  we can amplify our voices, share our stories, and celebrate our rich cultural diversity.

Dr. Ruiz, adds, “I am  excited to see the amazing work that will emerge from this collaboration and I invite all  filmmakers to join us on this journey.” 

MAFTF enlists a panel of judges consisting of Hollywood industry professionals who will be judging the submissions in the following categories: Best Film, Best Director, Best Short Film, Best TV Series, Best Male Actor, Best  Female Actress, Best Screenplay For Film, and Best Screenplay For TV.  

Our Illustrious awards honor Industry leaders and honor those in the industry pushing to change the narrative and how they go  above and beyond. Our past honorees have included producer Yvett Merino (Encanto), directors Patricia Riggen (G20, Miracles from Heaven), Writer/Director Luis Valdez (La Bamba/Zoot Suit), Frank Rodriguez, Head of Distribution at Amazon (MGM), and Producer Moctesuma Esparza (Selena).

Tickets will be available for purchase in early 2025.  Check our website at www.MAFTF.org

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The 3rd Annual Mexican Film & Television Festival (MAFTF) is doing something that is long overdue “Celebrating the Mexican-Amerian/Chicana Filmmaker”. The celebration will be the culmination of their two day film festival that which takes place on Saturday 20 and the 21 at Harmony Gold in Hollywood with the Illustrious Awards closing the festival the evening of April 21.

“Mexican-American woman have always been in the forefront of the progress of our community, including film,” said Dr. Jose Luis Ruiz, President of the Mexican American Cultural Education Foundation, the entity that produces the MAFTF.  “I felt it was time to thank and recognize this effort”.

Noted filmmaker Lourdes Portillo, a documentarian originally form Chihuahua, Mexico is epitome of the Chicana Filmmaker.  Although her first films were focused on the experience of a Nicaraguan refugee of the 1972 Managua earthquake and the  Argentinian story of The Mothers of Plaza de Mayo, her work has been dedicated to documenting the stories of the Chicano/Mexican-American experience. Her projects have won Oscar and Emmy nominations and Special Jury Prize at the Sundance Film Festival among other accolades.  A true pioneer in filmmaking and someone whose work cannot be forgotten for lack of attention.

Not many film festival dedicate space to Chicano filmmakers. The two that come to mind are the Chicano International Film Festival which has been around for 20 years in Los Angeles and the Xicano Independent Filmmakers Festival in Denver. However, neither have dedicated a whole festival to the Mexican-American filmmakers and in particular Chicana filmmakers.

Indeed, MAFTF decided it was time to shine a bright light on Mexican-American filmmakers and the stories they tell, to document their excellence and inform and showcase their work that will live on through generations.

It was with this in mind that MAFTF selected their 2024 Mexican-American/Chicana filmmaker honorees to recognize their artistry with the Illustrious Award. The Honorees are, Academy Award winning producer Yvette Merino for her work as a producer for Disney’s  hit film Encanto, Patricia Riggen (Miracles From Heaven, Under the Same Moon)who started her career by winning a student Academy Award, has two major box office hit movies and just wrapped her  film G20 in South Africa. Real Women Have Curves playwright and screenwriter Josefina Lopez, whose play is on the way to Broadway as I write this.  Esperanza Esparza will receive the Pioneer award in recognition of her film work in the 70’s, and Academy Award nominated short documentary, Agueda Martinez: Our People, Our Country.  The Lifetime Achievement Award goes to Bel Hernandez Castillo (Latin Heat Magazine) for providing media coverage and documenting the expansion of Latinos in Hollywood for over 30 years.

Looking towards the future, there is a wave of upcoming Latina storytellers, directors, producers and writers.  One of those new directors is Academy Award nominee America Ferrera who is currently in pre-production to direct her first film, I Am Not Your Perfect Mexican Daughter.  Eva Longoria’s first time out directing resulted in last year’s hit film Flamin’ Hot.  Gigi Saul Guerrero another Mexican American via Canada, is fast becoming a talent in the horror genre.  Selected as a filmmaker to watch by Variety Magazine, she directed the film Bingo Hell and various episodes of TV shows The Purge and Into the Dark. Linda Yvette Chavez’s writing career is on the fast track.  Having co-written and produced the hit TV show Gentefied, she then went on to co-write the hit film Flamin’ Hot and just finished penning Ferrera’s directorial film.

The group of Latina filmmakers continues to grow and this year, over a dozen Latina directors, producers, writers whose projects are screening at this year at MAFTF.  Among them, we are sure, are the filmmaking start of tomorrow.

MAFTF’s celebration of the Chicana/Mexican-American filmmaker, was long overdue.  It’s an exciting time for women filmmakers, Latina filmmakers, Chicana/Mexican-American filmmakers…!Que Viva La Mujer! 

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The Mexican-American Cultural Education Foundation (MACEF), the non-profit whose mission is to change the intentionally distorted and damaging Mexican-American narrative by educating the community and supporting film television makers and their stories that will change that narrative, is currently accepting submissions for its 3rd annual $5K Filmmaking Grants. In addition, applicants for the filmmaking grants will automatically be entered into a chance to be chosen for one of 10 available slots for the inaugural Filmmakers Masters Workshop Series: From Film to Career. The deadline to submit for the grant and, in turn, for the Masters Workshop Series is September 30, 2023.

“The MACEF’s Filmmakers Masters Workshop Series is the latest addition to our efforts to provide our filmmakers with the tools to succeed and thus fulfill our mission to change the distorted and harmful narrative by telling our real story and educate the community about the true Mexican-American contribution,” said MACEF’s Board President Dr. Jose Luis Ruiz.

The Masters Workshop Series: From Film To Career is an interactive workshop for ten selected filmmakers who are currently developing a short drama or feature-length narrative film project and who wish to receive mentorship and guidance from master filmmakers to produce higher-level projects and develop a sustainable career in the film industry.

This series of workshops will be offered annually and will take place over three days starting in the Fall of 2023 and will focus on 1) Story and Screenplay, 2) Building the Film Team, and 3) Casting, financing, and distribution.

The ten participants will be selected by the Mexican American Education Cultural Education Foundation (MACEF) from applicants who demonstrate exemplary film accomplishments and whose current film project indicates a high potential for success as determined by a committee of veteran film professionals. The workshops are intended to help participants bring their film projects closer to completion and encourage planning for a lifetime career in motion picture production.

The Faculty of this workshop series will be legendary producer Moctesuma Esparza (Selena) and pioneering film and TV director Jesús Treviño (Prison Break), and moderated by MACEF founder and director Dr. José Luis Ruíz. The workshops will include the participation of veteran writers, producers, and directors who will engage the ten selected participants on a one-on-one basis.

Eligibility and Submissions for the MACEF Grant and Filmmakers Masters Workshop Series are one application. Consideration for both will be decided from the application for the Grant.

Who Can Apply:

• Individuals already in the industry or starting out who need funds to finish their short film, a feature-length film, or a TV pilot to put it on the market.
• Film school students working on their thesis film are encouraged to apply.
• Filmmakers of any background can apply; however, the production team must include at least one producer, writer, or director and one main actor who identifies as Mexican-American or Chicana/o, of any generation or mixed ethnicity.

Qualifying:

• To qualify for this grant, the applicant must submit the script of the short film, feature-length film, or TV pilot and be in an advanced stage of pre-production, production, or post-production.
• Qualifying films will be assessed for the quality of the story, culturally positive content, the production team assembled, and the project’s viability. Non-stereotypical stories will have priority.

The deadline to apply is September 30, 2023. APPLY HERE. Grantees will have their film highlighted at the First Annual Mexican-American Film/Television Festival in May of 2024.

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By Bel Hernandez Castillo

Film festivals are an amazing place to discover films and filmmakers who you instinctively know you want to see more of. Recently at the Mexican American Film & Television Festival, there were several short films that fit the description. One that caught our attention, and an audience favorite, was The First Cowboy, written, executive produced, and co-directed by Dr. Jose-Luis Ruiz and produced by Johnny Murillo.

The First Cowboy recounts the powerful and engaging story of how Mexicans, the original inhabitants of the Southwest, and Americans co-existed before the human cost of the ultimate US conquest of Texas. The story is told through the eyes of two families, the gentile Southerner Palmers, and the educated, progressive land owners, la familia Velascos.

The film is both a love story and an epic human story that depicts the initial mistrust between the Protestant Palmers and the Catholic Velascos. The friendship begins with the slow and reluctant interaction which blossoms into affection and pacts made between them, and then the eventual betrayal, followed by dehumanizing domination.

In 2018 Dr. Ruiz formed a non-profit organization, the Mexican American Cultural Education Foundation (MACEF) with the goal to spotlight the endless contributions the Mexican-American people (Chicano, Latino, Hispanic, Latinx, or 1st generation immigrant) and their rich culture have given to America. To that end, in 2022 MACEF launched the first ever Mexican American Film & TV Festival. This year the film festival grew exponentially with over 100 projects submitted this year, and where trailblazers like pioneering writer/director Luis Valdez (La Bamba, Zoot Zuit, The Cisco Kid) are honored with the Illustrious Award for their contributions to the world of cinema.

But why a festival dedicated to Mexican American we asked Dr. Ruiz. Simply put, he reminds us that Mexicans-Americans are the largest percentage of the U.S.Latino population. There are 63 million Latinos in the U.S. Mexicans who can trace their ancestors to Mexico, make up 21% of the U.S. population, a group that contribute the largest portion of the $1.7 trillion annual GDP Latinos are noted for to the U.S. economy, yet Mexicans are the most vilified and not given the credit they deserve, according to Dr. Ruiz.

The mission of MACEF is “To change the narrative by educating the community about the endless positive contributions the Mexican-American people, (Chicano, Chicanx, Latino, Hispanic, Latinx, or 1^st generation immigrant), and their rich culture have given to America, which is often unrecognized. This is to be achieved by promoting unity, education, pride, and progress.”

The First Cowboy is based on a novel by the same name written by Dr. Ruiz. It delves into the tradition of the American cowboy, the subject matter of countless Hollywood movies. But those movies have never dealt with the true origin of the Mexican “vaquero” whose traditions were adapted to create the iconic American “Cowboy”, which was truly a Mexican tradition. 

Dr. Ruiz has long been studying the history of the Mexican Vaquero and now has produced and co-directed the film that tells the story, The First Cowboy. We sat down with Dr. Ruiz to delve into the story, his book the film is based on and the reason this story is important.

LATIN HEAT: Dr. Ruiz, congratulations on your film The First Cowboy, and the great response you had at the festival. I love the subject matter, and I had heard that the American cowboy learned from the Mexican Vaqueros but did not know all of the story. Why did you feel the need to write about it and then take the next step and make a short film?

DR. RUIZ: This is a crucial part of the history of Mexicans in American history that the history books have never told correctly. Before writing my fiction novel The First Cowboy, The Collision of Two Great Cultures, I did extensive research and hired a historian to dig out information about the lives of the people who lived at this time. This film is an adaptation of the novel.

LATIN HEAT: One thing we enjoyed and the audience seemed to enjoy as well as the references to the Mexican vaqueros teaching Americans the Mexican vaquero culture, why do you think this is so well received by the audience?

DR. RUIZ: If you read the news and see Hollywood films, you would have to assume Mexicans are newcomers to America, and who barely contribute to this country. Few Americans understand that Mexicans have been part of America for almost 200 years and have contributed in endless ways to make America what it is today, but have never been credited for it. What is more American than the cowboy?  Well, the fact is that the vaqueros are the original American Cowboys, almost a carbon copy of the Mexican vaquero and that is a thing of great pride for Mexicans and Latinos, and to see it on the screen makes all of us very proud.

LATIN HEAT: We know that while you are an award-winning novelist, this is in fact your first film. What made you confident that you could make such an impactful short?

DR. RUIZ:  I feel very fortunate to have found such a great producer in Johnny Murillo within his production company Chicano Hollywood. He and his production team are very talented and who worked tirelessly to make my story come true on the screen. I am a creative, and I have a vision and I guarded this vision throughout the casting, production, and post-production, to closely adhere to the novel. I feel so proud of the truly remarkable actors who turned in stellar performances like Fernanda Kelly, Mauricio Mendoza, Ryon Thomas, Bree Segars, and Glen Baggerly.

LATIN HEAT: The audience loved the film and expressed their desire to see the whole story in a feature film. What are your plans in that regard?

DR. RUIZ: I am excited to tell you that I am also working on the full feature, and I am currently shopping the film for major studios and using the short as a proof-of-concept. I am confident soon everyone will be able to see the full-feature film on the big screen.

LATIN HEAT: When can people see the film? 

DR. RUIZ: Currently, the full 20-minute short film can only be seen at film festivals. But in the meantime, everyone can see the trailer on my website www.RuizElevamosFilms.com.

The talented cast of The First Cowboy includes the leads Mauricio Mendoza as Don Ignacio Velasco and Fernanda Kelly as his wife Maria. Ryon Thomas and Bre Segars play the Palmers with Emma Elle Bird as the Young wife.

Music Composer Sid De La Cruz, Director of Photography Pablo G. Ledezma, Editor Sid Sotelo

The post ‘The First Cowboy’ The True Origin of the American Cowboy Is a Mexican Story first appeared on .

By Elia Esparza

Not many iconic American playwrights, screenwriters, film directors, and actors can say their work motivated the birth of an impenetrable power — the Chicano Movement! Playwright/director Luis Valdez can. Through his work with El Teatro Campesino and his films (La Bamba, Zoot Suit), he has left an indelible mark on the annals of Chicano theater and cinema.

Born into a Mexican migrant family eighty-two years ago, he began working alongside his parents and siblings in the Delano, California agricultural fields at the tender age of six.  His parents moved often following the harvesting work around the central valleys of California. Valdez had no school stability until his parents finally settled in San Jose, California.

In 1965, Valdez formed El Teatro Campesino, a farm workers’ theater troupe. Valdez’s passion for theater and his first-hand knowledge of how much migrant farm workers labored and sacrificed, recognized that it was the perfect time to merge his theatrical productions and his upbringing for maximum exposure and effectiveness. Valdez incorporated all these experiences into “actos”, one-act skits that were originally performed for the farmworkers on truck flatbeds. His “teatro” toured migrant camps with his 15-minute one-act plays, educating and elevating the plight of the farm laborers to the general public. 

Valdez’s storytelling aspirations started as a child in grammar school. He was in the sixth grade when his interest in theatre piqued and soon found himself organizing plays at school and putting on fairy-tale puppet shows in his garage. Valdez graduated from James Lick High School in San Jose and a scholarship for math and physics paved the path for his attending San Jose State University (SJSU). Valdez spent a few months with The San Francisco Mime Troupe where was influenced by agitprop theatre, guerrilla theatre, and Italian Commedia dell’– techniques that greatly influenced Valdez’s development of his basic structure of Chicano theatre with one-act presentations. 

While in college, Valdez won a playwriting contest with his one-act play, The Theft, in 1961. Two years later, Valdez’s first full-length play, The Shrunken Head of Pancho Villa, was produced and debuted at SJSU.

Valdez incorporated humor into his plays and his productions were a major tool to lift the morale of farm workers on strike. The social and political commentary picked up by mainstream media expanded the experiences of farm workers and other aspects of the Chicano culture. Valdez was able to bring to the forefront and dispel the Chicano stereotypes. 

Valdez soon took his style and creativity to the screen with his first film directorial, the short I Am Joaquin, a poem by poet, political organizer, and activist Rodolfo “Corky” Gonzales in 1969. Next, came a TV documentary short, El Corrido: Ballad of a Farmworker in 1979.

He wrote and directed the seminal hit play Zoot Suit which premiered in 1978 to sold out crowds, a majority first time Latino audiences which ran for a year goers at the Mark Taper Forum in Los Angeles and then at the Aquarius Theater in Hollywood. In 1981, Valdez directed the adaptation of the play, which starred Edward James Olmos, Daniel Valdez, Charles Aidman, Lupe Ontiveros, Mike Gomez and many others where reprising their roles from the stage production.  It was a box-office success far exceeding all expectations.

In 1987, Valdez wrote and directed La Bamba which more than a decade, was the most the most successful Latino-themed film at the box-office and critically. It tells the story of the popular Chicano 1950s rock star, Richie Valens who was killed in a plane while on tour. The film starred a very young Lou Diamond Phillips as Richie, Esai Morales, and Rosanna DeSoto as their mom. La Bamba is the mega-hit that brought Valdez to mainstream America. 

Zoot Suit and La Bamba garnered Valdez two Golden Globe Awards nominations, and was awarded a Peabody Award for Excellence in Television for Corridos: Tales of Passion and Revolution for PBS as well as Mexico’s Aguila Azteca Award in 1994.

And for the younger audiences, Luis Valdez is credited on the 2017 Pixar’s computer-animated fantasy film, Coco as a voice actor.

In the United States, it is no surprise why so many Chicanos can relate to, and consider Luis Valdez their modern-day Ernest Hemingway. The power of his plays and films continues to resonate — his words accurately representing nuestra cultura Chicana… Mexican-Americans in the U.S.A., and best of all, Valdez’s films are always cast with many talented Latino cast and crew. 

In commemoration of Luis Valdez contributions to the worlds of theater and cinema the Mexican-American Film and Television Festival (MAF&TF) will recognize Valdez’s contributions to the American theater, film, and television industries with the Illustrious Lifetime Achieve Award on May 21, 2023. Valdez truly encompasses the theme of this year’s festival “Changing the narrative, recognizing who we are” as he is truly a pioneer in writing and directing the stories that gave Mexican-Americans the recognition that was truly deserved.

The Mexican-American Film & Television Festival will screen two of his films, Cisco Kid (1994), a television film which starred Jimmy Smits and Cheech Marin, on Saturday, 6 PM on May 20^th, and Zoot Suit (1981), which was the play that jump started Edward James Olmos’ career, will screen on Sunday, 3 PM on May 21^st. Both films screen at the MAF&TF at the Harmony Gold Theater, located at 7655 Sunset Blvd., Los Angeles, CA 90046. For ticket and info, CLICK HERE

Standing ovation for Luis Valdez!

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The 2nd Edition of the Mexican-American Film and Television Festival and Awards will be spotlighting the best in film and television content by Mexican-American/Chicano filmmakers This year MAF&TF will continue its mission of amplifying the voices of Chicano/Mexican-American filmmakers through their projects. This year MAF&TF will recognize one of the most recognizable Chicano filmmakers writer/director Luis Valdez (La Bamba, Zoot Suit) who founded the Teatro Campesino performing for farmworkers. The two-day festival will be held at the Harmony Gold Theater in the heart of Hollywood on Saturday May 20th & Sunday May 21, 2023 11:00am – 9:00pm.

Over 50 projects were selected from 130 filmmakers submissions of features, shorts, documentaries and TV projects from all across the country, with a wide range of stories themes dealing with identity, high school angst, love, animation, relationships, immigrations, marriage and more which will screen in person or streamed virtually over the course of the two days.

According to the 2022 Latino Donor Collaborative Media Report Latinos are rarely depicted on screen despite being avid TV consumers and outspending other racial and ethnic groups in movie ticket purchases. The Mexican-American/Chicano filmmakers (66% of the U.S. Latino population) showing at MAF&TF are writing the stories they want to see on screen as they have mostly been excluded in Hollywood.  

“For over 100 years, Hollywood has, for the most part, ignored the presence and contribution of Mexican-Americans, mostly representing a myopic view of this community as narcos, immigrants, gangbangers and sexualized women,” says Dr. Jose Luiz Ruiz, MACEF president and founder. “This will not change unless we create the change. We need to help change the narrative.  Our festival is the first of its kind in the nation, and we aim for our voice to be heard.”

The capstone of the festival will be the Illustrious Awards ceremony which will take place on Sunday, May 21.

The Mexican-American Film & Television Festival Lifetime Achievement Illustrious Award will be bestowed upon Luis Valdez, an American playwright, screenwriter, and film director.  Valdez is regarded as the father of Chicano film and playwriting, best known for writing and directing the films Zoot Suit and La Bamba, and directing The Cisco Kid.  He is considered a pioneer in the Chicano Movement, broadening the scope of theater and arts of the Chicano community.

The MACEF President Exemplar Award will be awarded to Frank Rodriguez, General Sales Manager Searchlight Pictures.

The festival is also about future projects and will be joined by lead actors Annie Gonzalez and Jesse Garcia for a fireside chat and Q&A about their roles in Eva Longoria’s directorial debut feature Flamin’ Hot, the real life story of Richard Montañez who went from janitor to being credited with creating American’s #1 snack, Flamin’ Hot Cheetoes.

Retrospective Screenings

The two prospective screenings scheduled at MAF&TF were both directed by Luis Valdez, representing the Mexican-American experience in the U.S. Saturday, May 20, 2023:  The TV movie Cisco Kid (1994) starring Cheech Marin and Jimmy Smits will screen at the Harmony Gold venue on Saturday, May 20.  Cheech Marin and other cast members have been invited. Sunday, May 21, 2023: The 1981 feature film Zoot Suit will be screened.  Luis Valdez, along with various cast members of this groundbreaking film will be in attendance.

Invited Guests, Celebrities and Presenters confirmed to date, who will attend the retro screenings and the Illustrious Awards are:  Cheech Marin (Invited), actors Annie Gonzales, Jesse Garcia, Producer Moctezuma Esparza (Selena, Milagro Beanfield War), actor Pepe Serna, Comedian Paul Rodriguez, Writer/Actor Enrique Castillo (Mayans MC, Blood In Blood Out), Actresses Alex Meneses (Telenovela, Walker), Gina Gallego (Days of Our Lives, The Chimiera Effect), actress and KLVE Host Fernanda Kelly, Dean of the UCLA School of Theater Film & Television, Brian Kite, Joel Gonzalez, President of Nosotros and Producer, Brenda Castillo, President of National Hispanic Media Coalition, TV personality Alysha Del Valle.

A panel of entertainment professionals will select the winners of the film festival in twelve categories by a panel of judges that include: Producers Dennis Leoni, Carolyn Caldera de Fanti, Directors Jesus Trevino, Silvia Morales, and Joel Bailey, Actor/Director Enrique Castillo, Actor/Producer Mike Gomez, Composer Sid de la Cruz, Theater Producer/Director Bill Virchis.

Organized by the Mexican-American Cultural Education Foundation, The festival will feature eight competition categories: Best Film, Best Director, Best Short Film, Best TV Series, Best Male Actor, Best Female Actress, Best Screenplay For Film, Best Musical, Best Screenplay For TV, The Lifetime Achievement Award, The President’s Award (In Recognition Of Social Justice Efforts), Inspiration Award, 

 Mexican American Cultural Education Foundation’s mission is to change the negative narrative of Americans of Mexican descent by highlighting their stories and their positive contribution to the U.S. For more information about the 2023 MACEF Film Festival, www.MexAmCEF.org.   Tickets for the festival are on sale now at EVENTIVE (https://macef.eventive.org/schedule)

#MacefilmFestival #MexicanAmerican #Chicano

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