To understand what Chicano Hollywood “wants”, you first need to understand what a “Chicano” is.  

In 1970 award-winning journalist Ruben Salazar wrote the definitive article defining the word Chicano in his Los Angeles Times article titled:  “Who is a Chicano and What is it that Chicanos Want?

In his article Salazar wrote, “A Chicano is a Mexican-American with a non-Anglo image of himself. He resents being told Columbus “discovered” America when the Chicano’s ancestors, the Mayans and the Aztecs, founded highly sophisticated civilizations centuries before Spain financed the Italian explorer’s trip to the “New World.”

The passage captures why the term became associated by many Mexican-Americans  with cultural pride and self-determination.

However over the past five decades, the meaning of “Chicano” has evolved. Once embraced as a political identity rooted in the Chicano Movement, it later fell out of favor among some Mexican Americans, while others continued to wear it as a badge of cultural pride. Today, a new generation, and not just Mexican- Americans, are reclaiming the term in ways that emphasize identity, history, and empowerment.  

So what is Chicano Hollywood?

Johnny Murillo, founder of Chicano Hollywood, defines it as a platform “a community built to elevate, empower, and showcase Chicanos and Latino storytellers”. But the vision extends far beyond that simple definition.

That vision might be rooted in past efforts by several Latino organization, who throughout the years were founded for the same purpose.  Chicano Hollywood is part of a broader Latino entertainment ecosystem that has been nurtured over past decades by these organization.  Most notably Nosotros (Founded in 1970 by Ricardo Montalban), Hispanic Organization of Latin Actors (HOLA) (Founded in 1975);  LatinHeat LEMI Conference (Founded 1995); and NALIP (Founded in 1999) – among them.

What distinguishes Chicano Hollywood is its early focus on Mexican-American independent filmmakers—many who existed outside the Hollywood’s traditional power structure. However, Murillo’s vision went beyond its core base, growing to include all Latinos and making alliances with non-Latino entities and filmmakers. Chicano Hollywood created an infostructure from production to distribution.

“For too long, our stories have been underrepresented or misrepresented in mainstream media,” Murillo explains. adding, “Chicano Hollywood was created to change that — to build our own lane, our own economy, and our own global stage.”  

Murillo, who has been working in Hollywood for more than 15 years as an actor/line producer and screenwriter, began building Chicano Hollywood in 2021.  According to Murillo, the impetus for the Chicano Hollywood brand came from his lived experiences, as well of those of his peers in the Mexican-American community, attempting to pitch stories to the studios.

It is no secret that Chicanos/Latinos represent one of the largest minority groups in the United States. Their economic influence, is noted in the Latino Donor Collaborative studies — increasingly their economic, cultural and creative impact—is undeniable.

For decades, Chicano culture has been portrayed stereotypically in major Hollywood films (Walk Proud (1979), Spanglish (2004), without a balance of characters. It took Latino filmmakers like the following to make independent films that portrayed another side of the Latino experience.

Robert Rodriguez

• El Mariachi (1992)
• Desperado (1995)
• From Dusk Till Dawn (1996)
• Spy Kids (2001)

Gregory Nava

• El Norte (1983)
• Selena (1997)
• My Family (1995)

Luis Valdez

• Cisco Kid (1994)
• La Bamba (1987)

Eva Longoria

• La Guerra Civil (2022)
• Flamin’ Hot (2023)

Despite the box office success of these films, Latino-led films have generally received fewer large-scale studio investments than comparable projects centered on Black film projects, as the 2026 UCLA’s latest Hollywood Diversity Report notes.

So what does Chicano Hollywood want?

Murillo quickly understood that success in entertainment requires more than talent alone. It demands infrastructure, education, access, and ownership. In other words, it requires an ecosystem.

At its core, Chicano Hollywood focuses on three major pillars.

1. Building a Creative Ecosystem for Chicano and Latino Talent

One of the organization’s primary goals is to provide career development and professional education for emerging storytellers, filmmakers, and creatives. Access to industry knowledge has historically been inequitable, and many talented voices simply never receive the tools or mentorship needed to navigate the entertainment industry.

Through the Chicano Hollywood Academy, aspiring creators can access courses such as How to Produce a Micro-Budget Film, How to Write a Contained Script, and the academy’s latest offering, How to Write a Vertical Series.

The company’s vision is ambitious—to establish creative hubs in 15 to 20 major cities and build a pipeline of in-house talent capable of becoming the next generation of writers, producers, directors, and entertainment professionals. The goal is not simply participation in the industry but ownership within it.

2. Creating Independent Media and Distribution Platforms

Another key aspect of Chicano Hollywood’s mission is the creation of multimedia platforms that allow creators to independently produce, distribute, and promote their work.

For many filmmakers and storytellers, gaining access to traditional media channels, distribution deals, or large promotional platforms remains a significant challenge. Chicano Hollywood understands that representation is not only about creating content; it is also about controlling where, how, and by whom those stories are shared.

In response, the organization launched ChicanoHollywood.tv, a streaming and media platform featuring original in-house productions ranging from drama to documentary. Some of its titles include The Calipso Show (2024), Dirt City (2021), and Ruben Gutierrez: My Story (2025), among others.

In publishing, Chicano Hollywood Magazine serves as an additional platform dedicated to showcasing original productions while highlighting influential Chicano and Latino voices across entertainment, business, and technology. The magazine has featured notable figures, such as Eva Longoria, Edward James Olmos, Emilio Rivera, and Oscar-nominated makeup artist Ken Diaz.

The organization’s long-term vision includes developing original content, building subscriber-based revenue, securing advertising partnerships, expanding merchandising opportunities, and increasing distribution channels. In many ways, Chicano Hollywood is working toward creating a self-sustaining entertainment network rooted in cultural ownership, creative independence, and community visibility.

3. Developing an Economic Engine for Latino Creatives and Entrepreneurs

Chicano Hollywood also recognizes that the entertainment industry is deeply driven by relationships, networking, and economic collaboration. For that reason, the organization seeks to create opportunities not only for artists but also for entrepreneurs, vendors, producers, and creative professionals working across the entertainment landscape.

Its first public initiatives was their Elevate Conference, where Chicano Hollywood brought together keynote speakers, industry panels, and entertainment-focused businesses to foster spaces for inspiration, collaboration, and professional growth. Over the past three years, the conference has featured notable voices such as Xolo Maridueña (Blue Beetle, Cobra Kai), producer and actress Lisa Vidal (The Division, Being Mary Jane), actress Maria Canals-Barrera (Wizards of Waverly Place, Camp Rock), actors Edward James Olmos (Blade Runner, Miami Vice, Zoot Suit), Luis Guzmán (Wednesday, Narcos), Enrique Castillo (Deja Vu, Blood In Blood Out, The Waltons) and others, helping establish the Chicano Hollywood as an important space for dialogue, visibility, and industry exchange. 

Last year, the organization also launched its first Chicano Hollywood Film Festival, showcasing films, documentaries, short films, and series that were created by Chicano and Latino filmmakers from across the country.

The momentum continues to grow. The next edition, the 2026 Chicano Hollywood Film Festival, is scheduled to take place from July 29 through August 2, 2026 at the The Union On Garey, further expanding the organization’s vision of creating a national platform for Chicano and Latino storytelling, collaboration, and cultural ownership.

This year over 100 features and short film will screened, workshops that include How To Self-Distribute Your Indie Film with Selina Ringal; Stuntman Fighting with Geo Perez and Joe Chacon and even a marketing activations — a Chess Match: Keanu Reeves vs Bianca Mitchell followed by a panel with Reeves and the filmmaking team, followed by a screening of their Mad Woman’s Game feature documentary. The five day festival will culminate on Augut 2nd with the awards ceremony. Tickets can be purchased HERE

This is only the beginning 

Organizations willing to articulate a long-term vision often inspire broader participation. By defining its ambitions publicly, Chicano Hollywood invites filmmakers, entrepreneurs, educators, and audiences to imagine themselves as part of a larger movement.

Ambition invites collaboration, and movements grow when communities see themselves reflected in them. Chicano Hollywood possesses many of the elements necessary to become one of the leading independent Chicano and Latino entertainment networks in the United States, namely education, infrastructure, distribution, community, and perhaps most importantly, a commitment to telling stories authentically.

Earlier generations relied almost exclusively on access to Hollywood’s gatekeepers, today’s creators are increasingly building their own educational institutions, media platforms, festivals, distribution channels, and business networks.

Representation is not just about being seen. It is about people having the power to tell their own stories, in their own voice, with their own faces.

Andrea Nuñez-Gamboa Co-wrote this article

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The National Association of Latino Independent Producers (NALIP), the nonprofit offering programming and resources for Latino content creators and filmmakers, will hold its End of Year Celebration at the Sunset Room in Hollywood on Friday, Dec. 15.

Hosted by the Lopez Vs. Lopez actor and alum of The Daily Show, Al Madrigal the celebration which will be attended by Annie Gonzalez and Jesse Garcia (Flamin’ Hot), Chelsea Rendon (Vida), Vadhir Derbez (De Viaje Con Los Derbez), Clayton Cardenas (The Mayans), Harvey Guillen (What We Do in the Shadows), Marco Pigossi (Gen V), Omar Chaparro (No Manches Frida) among others.

As NALIP prepares for its 25th Anniversary in 2024, this event will pay tribute to trailblazers actively shaping the narrative for the Latino community. The event will recognize not only individual Latino milestones but also acknowledge the impact of diversity and inclusion on the entertainment industry.

“For the past 25 years, NALIP has established itself as a beacon of empowerment and advocacy for Latino creatives in the film and media industry. This year, amidst challenges like strikes that temporarily dimmed our jubilation, we recognize not just the hurdles but also the triumphs that emerged in their wake,” said Diana Luna, Executive Director of NALIP. “This End of Year Celebration aims to honor the remarkable progress and resilience of our talented community, a narrative shaped by overcoming adversity and embracing the enduring spirit of achievement.”

“It’s a privilege to celebrate the remarkable achievements of Latino content creators and industry professionals who continue to inspire and shape our cultural landscape,” said Craig Robinson, Executive Vice President and Chief Diversity Officer at NBCUniversal. “We also take pride in supporting NALIP’s mission to empower and provide opportunities for talented individuals, ensuring a thriving community of diverse voices in the film industry for years to come.”

For more information in attendence visit NALIP.ORG

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Presented by Comcast NBCUniversal Telemundo, the Showcase aims to showcase the next generation of Latino entertainment industry professionals, as well as to promote Latino-themed projects. In addition to the screenings of new filmmakers, this year’s featured speakers include George Lopez, Mayan Lopez and Selenis Leyva, stars of Lopez vs. Lopez.

Screening this year is the Official Selection short, Hoar directed by Jeanette Dilone, El Triste directed by Manuel De Valle, Inés Unfortunately directed by Anna Salinas, Fernanda directed by Mar Molina, The Lifers Network directed by Michael Steves, Soñadora directed by Stacy Pascal Gaspard, and Brownsville Bred directed by Elaine Del Valle.

“NBCUniversal and Telemundo are excited to partner with NALIP and the Latino Media Fest as it returns this year to an in-person celebration” said Craig Robinson, Executive Vice President and Chief Diversity Officer, NBCUniversal. “These festivals champion the work of artists from underrepresented groups telling diverse stories and we’re proud to help expand their opportunities.”

“NALIP is thrilled to be back in person with the Latino Media Fest! Through this platform, we promote the artists we’ve helped cultivate through our network of opportunities,” said Karla Pita Loor, chair of NALIP’s Board of Directors and Executive Vice President of enterprise inclusion and social responsibility at Banijay Americas.

For full agenda & program details at www.latinomediafest.com

Twitter (@nalip_org), Instagram (@nalip_org), and Facebook (Nalip Org)

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“Our Stories to Own and Tell” Set Virtually For December 1-2

The National Association of Latino Independent Producers (NALIP) brings together a panel of Diverse Women in Media Forum led by top female trailblazers in the entertainment industry. The 6^th annual Diverse Women in Media Forum virtually, led by many of the top female trailblazers in the industry, is hosted by NALIP on December 1 and 2,

The virtual event will feature Bela Bajaria (Head of Global TV at Netflix), Kate del Castillo (Actress, Co-founder Cholawood Productions), Gloria Calderón Kellett (Creator of “With Love”), Carmen Cuba (Casting Director), Karen Horne (Senior Vice President Equity and Inclusion at WarnerMedia), LaToya Tonodeo (Actress “Power Book II: Ghost”), Marie Leguizamo (Managing Director, Banijay Mexico and U.S. Hispanic) and many more trailblazers.

“We are excited by the extraordinary slate of women executives who are providing leadership, mentorship, and opportunity across two days of programming for our DWIMF community of creators and professionals,” said Karla Pita Loor, chair of NALIP’s Board of Directors, “And it is thanks to the extraordinary outpouring of support from our industry partners for programs like DWIMF and NALIP’s Narrative Short Film Incubator for Women of Color, that we are able to share this extraordinary program with anyone who wishes to join.”

The Forum, which seeks to empower and help advance the careers of women through mentorship, guidance, and connections, will take place December 1st-2nd, 2021 fully online and complimentary for everyone who registers before November 28th on NALIP’s virtual platform

www.diversewomeninmedia.org. The 2021 virtual edition will have incredible special speakers, mentorship roundtables, and an inspirational, women and gender non-conforming, environment.

The 2021 Diverse Media Forum is sponsored by WarnerMedia, Sony Pictures Entertainment, STARZ, A+E Networks, Endemol Shine North America, 3Pas Studios, M88, and Variety.

With UCLA’s most recent Hollywood Diversity Report again highlighting the dramatic under-representation of women, who make up more than 50% of the US population, NALIP has reaffirmed its commitment to women creators and executives. By connecting emerging talent and mid-level creatives with dynamic industry leaders, this virtual gathering aims to advance more women to positions of influence within media. Recently, NALIP also launched a Narrative Short Film Incubator for Women of Color, in partnership with Netflix. The incubator provided 4 filmmakers with the opportunity to create short films, as well as resources and mentorship from NALIP and Netflix executives from pre-to-post production.  

There is still time to register now and receive a complimentary pass by visiting diversewomeninmedia.org.

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Early today NALIP announced the Latino Lens: Producers Pipeline Incubator which will be presented by NALIP and its founding sponsor, The Walt Disney Company, as well as the Motion Picture Association, Amblin Partners, and STARZ. The ground-breaking industry-wide incubator aims to mold and cultivate the next generation of executive producers – Latinos.

“It is important for our production companies to give access to diverse producers,” said Latondra Newton, Chief Diversity Officer, The Walt Disney Company NALIP has proven to be a great source of talent and we hope to tap into their network and open more doors for the next Kathleen Kennedys and Lin-Manuel Mirandas.”

This incubator will train and expose individuals to the motion picture & television business divisions, distribution, provide opportunities to accelerate fresh inclusive perspectives, and learn the process of a Producer’s overall deal. This is a major step toward the old adage that Latinos are needed in the “greenlight” position to be able to get their project made.

“We’ve long been impressed with the opportunities that NALIP creates for talented young Latino producers, and we are honored to support the inaugural Producers Pipeline Incubator,” said Victoria Alonso , EVP Production, Marvel Studios. “Through this program, we look forward to introducing this exceptional group to our work at Amblin and sharing insights into producing film and television in an unprecedented period of change for the entertainment business.”

The stats of the power of the Latino consumer market are glaring. With 58.9 million Latinos across the nation that generate $2.6 trillion in GDP a year and an audience that brings in 20% of the box office, it is unfathomable that it has taken so long to get the attention of Hollywood. NALIP is an organization that has been working behind the scenes for over 20 years to bring the lack of Latinx executives into the conversation as it relates to the financial growth and future of this business. This incubator will also integrate forecasting in the technology sectors and platforms transforming the creation and distribution of content.

The pilot program will accept up to 12 participants in its first year to undergo an eight-week curriculum and mentorship program, which will be led by a cohort of successful producers with overall deals currently working in the industry. Following the mentorship, four participants will receive the opportunity for a six-month paid fellowship at The Walt Disney Company, Amblin Partners, and STARZ, and will be provided with further knowledge and experience to help craft their career. 

“The Producers Pipeline Incubator aligns perfectly with our #TakeTheLead initiative and our continued commitment to narratives by, about and for women and underrepresented audiences,” said Jeffrey Hirsch, President and CEO of STARZ. “This incubator program is an opportunity to further progress on our mission and commitment to representation on screen, behind the camera and throughout our organization.”

The program aims to cultivate, develop, and fortify the capabilities of executive producers through active, hands-on learning. Program participants will gain insights from industry professionals and mentors who can speak to the value of pursuing, developing, and ultimately overseeing the success of a slate of projects and IP. With the support of all the partners, the incubator will be scaled to introduce new studio partners, provide additional fellowships in the next edition, and support professional development opportunities for the fellows moving forward.

For more information please go to:  https://www.nalip.org/producers_pipeline_incubator

The National Association of Latino Independent Producers (NALIP) is a national membership organization that addresses the professional needs of Latino/a content creators. 

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This year’s edition will feature a mix of pre-recorded and live sessions, most of which will also be available on-demand after the event.
Organizers have yet to announce panelists, guest speakers and topics to be discussed. But those interested in attending can already buy their virtual passes, which range from $10 to $20.

Also, the Diverse Women in Media Forum Mentorship Program is already accepting applications. “Selected mentees will be paired up with mentors to receive guidance and build connections with established women in the media and entertainment industries,” announces the forum’s website. Scholarships and waivers for the online forum are also available.

To register and to get more information visit www.diversewomeninmedia.org.

Check out this recap video of last year’s forum below.

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Los Angeles, CA – Coming off the success of the first Virtual NALIP Media Summit, The National Association of Latino Independent Producers (NALIP) has moved the remainder of their 2020 programmatic offerings online, including the upcoming Latino Media Fest.

Latino Media Fest is the unique presenter of the best U.S. based Latino content across all media platforms: narrative short films, TV/streaming pilots, digital content, virtual reality, augmented reality and documentary shorts. NALIP will host all sessions of its 2020 event virtually at LatinoMediaFest.com from October 14th to 16th.

The October event will feature conversations with industry experts, panels with creative professionals from across multiple verticals and the Latino Media Fest Official Selection program, featuring several projects by Latino creatives. Placing special emphasis on building the next generation of industry decision makers, the Latino Media Fest will also offer scholarships and financial assistance to ensure the event is made available to emerging creatives and professionals.

Comcast NBCUniversal Telemundo has come onboard as the event’s Presenting Sponsor, continuing their ongoing support of NALIP’s programs and mission. Additional sponsors have also backed the event, including, but not limited to Sony Pictures, Warner Media, Netflix and Univision.

The NALIP team will continue to provide programming and resources to creatives and industry professionals impacted by the current circumstances. The organization leadership emphasizes that the utmost priority for all operations is maintaining the health and safety of all participants and attendees.

“NALIP is the pioneer and the bridge between Latinx creators and the entertainment industry. The organization aims to discover, inspire, uplift and nurture creatives and their voices in diverse media platforms.” Benjamin Lopez, Executive Director of NALIP stated. “NALIP is producing a pipeline of conscious Latinx creators that will definitely impact future generations in the entertainment industry and their first works are screened within our organization.”

More information will be announced in the coming weeks on the organization’s website nalip.org and social media platforms: Twitter (@nalip_org), Instagram (@nalip_org) and Facebook (Nalip Org).

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Juan Gil is the first-place winner for his short film, Super Ma, which tells the story of a struggling single mother yearning for stability and purpose. Caught in a moment of peril, she must unleash her inner hero and get home safely to her son. 

Launched in 2018, Voces Nuevas was established to discover and celebrate emerging film talent while providing a new resource for content development. Filmmakers from throughout the United States submitted short films for consideration. Judges who reviewed the submissions include actor, producer, and activist Wilmer Valderrama (From Dusk Till Dawn: The Series, That ‘70s Show); Coco cultural consultant and producer at Nickelodeon Lalo Alcaraz; The Book of Life director Jorge Gutierrez and Ana Bond, SVP & MD, International Production, Latin America and US Hispanic, Sony Pictures Television (SPT). 

“Voces Nuevas offers Latinx creatives a unique opportunity to showcase the amazing storytelling talent in our community,” said Bond. “It gives me great pleasure to participate as part of this contest and uplift our own narratives and stories.”

Super Ma will air in the U.S. on Cine Sony as part of interstitial programming on the channel later this year during Hispanic Heritage month.A Los Angeles-based writer/director, Gil has received recognition for his work at festivals including the Beverly Hills Film Festival, the Official Latino Film Festival and the New York International Film Festival, among others. He will receive a cash prize of $10,000, a NALIP scholarship and will participate in NALIP’s 2020 Media Summit which will be held virtually on June 25-30. 

“NALIP strives to continue to empower and elevate diverse content creators and their projects. Thanks to Cine Sony, we have been able to do just that. It was a pleasure to have taken part in the ‘Voces Nuevas’ competition. We would like to congratulate and honor Juan Gil and all of the filmmakers for their phenomenal work highlighting Latinx narratives,” said Ben Lopez, Executive Director, NALIP.

“It’s never been more important to tell the stories of people – with authenticity and honesty,” said Valderrama. “By supporting Voces Nuevas, I’m honored to help in some small way to provide a platform to highlight those stories and the often-overlooked talent within the Latinx community.”

For more information on the winning films and directors, please go to .

Follow CineSony on social media to get the latest on Voces Nuevas via Twitter, Instagram and Facebook. 

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Los Angeles, CA – On on the most anticipated events of the year is once again brought to you by the National Association of Latino Independent Producers (NALIP) will host their annual Latino Media Fest presented by Comcast NBCUniversal Telemundo, from October 2-4, 2019 at the AMC Century City 15. This three-day showcase of U.S.-based Latinx content and filmmakers will feature nine narrative shorts across two programs. 

“NALIP’s work on the ground-level, as well as its role as an industry partner, has successfully implemented programs and resources with the purpose of increasing inclusion and three-dimensional, authentic portrayals of this community,” says Benjamin Lopez, Executive Director of NALIP. “There is a well of untapped Latino talent in this industry that we are working to bring to the forefront, and our programs exist for that exact purpose.”

The Latino Media Fest works to advance the state of representation in the entertainment industry by featuring various speakers, workshops, panels, mixers, and an award ceremony highlighting Latinx excellence in the United States.

NALIP recently co-presented a new study with USC Annenberg Inclusion Initiative, which highlights the lack of equal representation with 4% of 1,200 top-grossing films from 2018 were directed by Latinx. 

Latino Media Fest sessions include:

• How to Package, How to Produce: Sandra Condito (SVP of Production & Development | Sony Pictures International Productions)
• PARENT in HOLLYWOOD: Balancing the Best of Both Worlds (Presented by Comcast NBCUniversal Telemundo): SJ Main Muñoz (Director | Tica Productions), Michael Perri (Writer | The Blacklist, State of Affairs, Teresa)
• Party of Five (Presented by SONY): Michal Zebede (Co-Executive Producer, Writer | Party of Five)
• Emerging Content Creators Workshop (Presented by Warner Bros.): Danny Fernandez (Writer | Love, Simon: The Series; Grand Hotel); Tania Lotia (Writer | Swamp Thing, The Dark Tower); Grasie Mercedes (Actress + TV Writer | Perfect Harmony)

To conclude the second day of programming, NALIP will honor the following awardees (more awardees to be announced soon):

• Best Latin American Filmmaker: Issa Lopez (Writer, Director) – Tigers Are Not Afraid (2017), Todo Mal (2018)
• Best Latinx Film: Ben DeJesus (Director, Co-Founder of NGL Studios) – John Leguizamo’s Road to Broadway (2018), Raúl Júlia: The World’s a Stage (2019)
• Excellence in Entertainment Journalism: Carlos Aguilar (Film Critic/Journalist) – TheWrap, REMEZCLA
• Best Latinx TV Show: Gloria Calderon Kellett (Writer/Actress) – One Day at a Time (Season 3)

NALIP serves the needs of diverse content creators including, producers, performers, writers, directors, and industry professionals with the tools and mentorship they need to advance in their careers within the entertainment industry. 

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