The lead role of Jaime Reyes (AKA “Blue Beetle”) is portrayed by the talented Xolo Maridueña known to audiences from his role in the TV show Cobra Kai.  Blue Beetle also boasts a remarkable cast that includes George Lopez (Lopez vs. Lopez), Elpidia Carillo (Predator), Academy Award-nominated actress Adriana Barraza (Babel, Rambo: Last Blood), Harvey Guillen, newcomer Belissa Escobedo (American Horror Story, The Baker and the Beauty), Raoul Max Trujillo (Mayans M.C.), and Hollywood star Susan Sarandon (Bull Durham, Thelma & Louise). Additionally, the renowned singer Becky G lends her voice to the film as “Khaja-Da.”

The community screening, totally funded by the presenting entities, comes at a crucial time for the film industry, with the Screen Actors Guild (SAG/Aftra) currently on strike, the talent of the film are not able to promote the opening of the film.  That is when the organizations saw the need to rally support for Blue Beetle, a groundbreaking movie that holds significant importance for the future of Latino representation in Hollywood. This film showcases Latinos in a positive light, breaking barriers and paving the way for more inclusive storytelling in the entertainment industry. A special effort was made to include groups of student to attend because they will see themselves represented on the big screen.

In a city where Latinos make up 50% of the population, three screenings alone are not enough to spread the word. Latin Heat Media and HCSB are committed to ensuring that more individuals and in particular the students, have the opportunity to enjoy the film at the screening and be empowered by seeing a superhero who looks like them. The response has been overwhelming.  An hour after posting the free tickets on social media, all tickets were gone.

Bel Hernandez, President/CEO of Latin Heat Media and Chair of HCSB’s Arts and Entertainment Committee, emphasizes the importance of engaging the Latino audience in supporting films that authentically represent their community. “The power of the Latino audience has not always been fully tapped, especially when it comes to movies as important as Blue Beetle. The studios must involve and market to our community. Warner Bros., the studio releasing this film, hasn’t always had a stellar track record with Latino-focused film marketing. It’s time to see a commitment to our community and an  adequate marketing investment if they wish to access our significant consumer buying power.”

According to the Motion Picture Association (MPA), Latinos who comprise 19% of the population, accounted for 29% of movie tickets sold in 2020, and this trend continues to grow. Latin Heat Media and HCSB’s Arts and Entertainment Committee are dedicated to promoting awareness of projects with Latino participation, aiming to increase the visibility of the Latino representation in the entertainment industry.

The community screening of Blue Beetle promises to be an unforgettable event, celebrating diversity and unity, and inclusivity, and hopefully, a catalyst for more audience to go see it on their own.

The post FREE Community Screening in Support of ‘Blue Beetle’ Starring Xolo Mariduña first appeared on .

It’s a film that the Los Angeles Times brought a lot of attention to early last year. And, although they didn’t intend it rally the community around this upcoming film, it did. It is a Latino rags to riches story and it was the Latino creative community’s story to tell. And what a story it is! All under the direction of actress, entrepreneur, producer and mother Eva Longoria who makes her feature film directorial debut with Searchlight’s upcoming Flamin’ Hot, the story of how Richard Montañez, a janitor, rose up to be Pepsico’s top Latino to head marketing initiatives at Pepsico, the parent company for Frito-Lay.

The new year kicked off with an exciting sneak peek in the People Magazine January 4^th article of Longoria’s film, Flamin’ Hot, which will premiere June 9 on Hulu. The film is based on the real life of Montañez, a Frito-Lay janitor who created the Flamin’ Hot Cheetos and, subsequently, rose to a high-level company executive position to market the brand. The movie also features film and TV show veteran actor Pepe Serna. Both Montañez and Serna serve as advisors to the Hispanic Coalition of Small Businesses (HCSB) and its Arts & Entertainment Committee, which is chaired by Bel Hernandez, Founder & CEO of LatinHeat Media.

“I had the privilege to be asked by Eva Longoria, my hometown (Corpus Christi, TX) star, producer, and first-time movie director, to play Richard Montanez’s mentor, his grandfather,” Serna told us and added, “This and many more stories like it must be told on screen! I intend to do my part as a contributing member of the HCSB Arts & Entertainment Committee to make this happen.”

“HCSB is proud to be a leading resource and voice of Hispanic and diverse small businesses as they pursue their dreams and goals, especially in this film and entertainment industry where minority voices are too often not heard nor heeded. Flamin’ Hot is a story about ALL of us, not just Richard,” said Frank Montes, HCSB Chairman of the Board. “Eva, Richard, Pepe and so many others in front of and behind the cameras in this industry are small business owners in their own right. HCSB is here to support these small businesses and help them succeed,” said Montes. 

The mostly Latino cast also features, in addition to Serna, Annie Gonzalez (Gentified, Vida, Shameless) as Judy Montañez, Richard’s wife and is co-creator as she was the one trying to get the recipe just right; Emilio Rivera (Mayans MC) who plays his dad and also Tony Shalhoub, Bobby Soto, Brice Gonzalez and Fabian Alomar.

Flamin’ Hot tells the story of how Montañez came up with an idea – adding hot sauce (a spicy food staple from his Mexican-American heritage) – to the company’s Cheetoes to create Flamin’ Hot Cheetos, the No. 1 snack in the world, which is a billion-dollar brand. The rest is history.

But Montanez simplifies it by saying, “It’s not about how smart you are. It’s about how are you smart.” Montañez spent his early childhood years in a migrant farm camp in Guasti, a town that borders the City of Ontario in the Greater Inland Empire region of Southern California. Then he moved to Ontario and grew up in the barrio. “I never went to school for a formal education,” said Montañez, “but I earned a PhD from the streets – Poor, Hungry, and Determined,” he jokes. On a more serious note, Montañez sends a message to the Latino community, small business owners, and all our children, “Come out and support the movie! If you have an idea, don’t let anyone tell you it can’t be done!”

Flamin’ Hot is produced by DeVon Franklin; written by Lewis Colick and Linda Yvette Chavez for Searchlight Pictures.

The post Richard Montañez: From Janitor to Marketing Executive In Eva Longoria’s Feature Film Directorial debut, ‘Flamin’ Hot’ first appeared on .