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Eva Longoria's 'Flamin' Hot' Cheetos movie brought out my Chicano prideJune 10, 2023 Director Eva Longoria is seen on the set of “Flamin’ Hot.” Anna Kooris/Courtesy of Searchlight Pictures When I met Eva Longoria at the Four Seasons hotel in San Francisco, I learned that we have a lot in common. You probably didn’t expect to read that today. But it’s true — we’re both Mexican American, and we both love Flamin’ Hot Cheetos. OK, that’s not too much in common, and I already knew we’re both Mexican American. But the fact that we both love Hot Cheetos is significant because the actress from “The Young and the Restless,” “Desperate Housewives” and CNN’s foodie-centric “Eva Longoria Searching for Mexico” recently directed a new movie called “Flamin’ Hot,” which tells the true story of Richard Montañez. Montañez, the self-proclaimed “godfather of Hispanic branding,” is a Chicano man who started as a janitor at the Frito-Lay chip company and eventually became a marketing executive who made the Latino community a viable market for a conglomerate that usually catered to whiter tastes. However, the story of Montañez is not one commonly known outside of the Los Angeles Latino community. In an interview with Longoria and producer DeVon Franklin, who is an Oakland native, Longoria told SFGATE that she had never heard of Montañez’s journey. She called that absence of knowledge sad because it is such an American pull-yourself-up-by-your-bootstraps tale. “I gotta tell the world about this story,” Longoria said. “I was so proud of him without ever knowing him. Everybody could learn so much from his journey and be inspired to say … I can do anything.’” Richard Montañez attends a screening of Eva Longoria’s “Flamin’ Hot” at LA Plaza de Cultura y Artes on June 2 in Los Marroquin/Getty Images for Hulu Even though a 2021 LA Times article “debunked” Montañez’s claim that he invented Flamin’ Hot Cheetos, Longoria and Franklin were adamant that the movie represents the true story of how these chips became a phenomenon and the lasting impact of Montañez’s contributions. “The article had an agenda, and it serviced that agenda,” Franklin said. “We try to be responsible storytellers, so we told Richard’s story while also telling how all these different things worked together. We feel like anybody that wants to know the real story, watch the movie, and it speaks for itself.” The importance of heritage “Flamin’ Hot,” directed by Longoria, produced by Franklin and starring Jesse Garcia, Annie Gonzalez and Tony Shalhoub, is airing now on Hulu. The movie opens with Montañez as a little kid, in the small California town of Guasti, near Ontario in Southern California. After he plays in the vineyard where his family works, Montañez’s grandfather takes him to a barn and tells him about the significance of his family name, his heritage. “If you can show ’em what a Montañez can do,” his grandfather says in Spanish, “they can’t tell you nothin’.” It is implied that the only thing little Richie Montañez needs in life to succeed is pride in his heritage. Franklin said one of the reasons he was so interested in making this film is he felt a similar connection with his uncle, an Oakland pastor named Dr. Williams. His uncle helped him understand what it meant to be a Franklin and to be proud of who he is after his father struggled with alcoholism most of Franklin’s life. “It was [my uncle] who really instilled self-determination [in me] because he was doing marches with Martin Luther King Jr. in Lynchburg, Virginia, and he started a church at the age of 60,” Franklin said. “He brought to us discipline and hard work. He was all about, Here’s how you become a strong Black man.’” For Longoria, the intrigue of the project and Montañez was a little more on the nose. “I remember as a young girl getting on the school bus with a bean taco every day, and everybody else had a Pop-Tart,” she explained, which mimics an opening scene in “Flamin’ Hot.” “I was like, What is that? That’s so cool,’ and they were like, What’s that?’ [in reference to] the bean taco. It was the exact experience that Richard had taking a burrito to school every morning.” As a young man, Montañez lived the life that many young Chicanos in Los Angeles did during the 1970s — “being invisible but still getting a beatdown” by the police, as one line in the movie says. He befriended gangsters, got in trouble with the law and did what he had to do to survive in a world that was against people of his color. Jesse Garcia and Dennis Haysbert play Richard Montañez and Clarence C. Baker in “Flamin’ Hot.” Anna Kooris/Courtesy of Searchlight Pictures But after having his first child, he realized he had to live on the straight and narrow to provide for his family. Without a high school diploma, he finally found a job as a janitor working for the Frito-Lay company at its factory in San Bernardino County in 1982. And this is where the Hot Cheetos come in. Finding the right spice After working as a jack-of-all-trades at Frito-Lay for eight years, Montañez watched a company video featuring then-CEO Roger Enrico, played by Shalhoub whom San Franciscans will remember from the TV series “Monk”. The video encouraged all employees to “think like a CEO” during a tough financial period for the company. Hunter Jones, Jesse Garcia and Brice Gonzalez are seen in a still from “Flamin’ Hot.” Emily Aragones/Courtesy of Searchlight Pictures Montañez took it upon himself to do just that. His “aha moment” came while eating elote — corn on the cob dusted with Tajin seasoning or Tapatio hot sauce — in the park with his two kids. The spicy treats made by street vendors were a typical snack for Mexican Americans, but in the corner stores, they were used to seeing chips that were made for white people. “I mean, who eats Cool Ranch anyway?” Montañez asks his friend in a comedic scene at a corner store. A suburban white woman reaches between them and grabs a bag of Cool Ranch Doritos. “That lady,” his buddy responds with a smirk. Jesse Garcia and Eva Longoria work on the set of “Flamin’ Hot.”Emily Aragones/Courtesy of Searchlight Pictures But Montañez knew there was an entirely untouched market that Frito-Lay could capitalize on with the right product — the Latino community. The chip just had to represent the flavors that they were used to. He and his wife Judy, played by the fantastic Gonzalez, who fans might know from the Netflix show “Gentefied,” taste-tested different chile pairings for the right mix that would excite their community. In 1992, they eventually landed on one, which Montañez mailed to Enrico, who ended up loving it — but more so, he saw Montañez’s self-determination. Whatever spice mix the Montañezes created surely worked because Hot Cheetos are now synonymous with Latinos. From left, Brice Gonzalez, Annie Gonzalez, Jesse Garcia and Hunter Jones star in “Flamin’ Hot.” Emily Aragones/Courtesy of Searchlight Pictures Longoria can’t remember her life without the spicy Cheetos. In fact, she more so remembers the time she first had a regular cheddar cheese bag of Cheetos that weren’t the Flamin’ Hot variety. “I opened them, and I thought I got a bad bag,” she laughed. “I was like, Oh no, this is a bad bag.’ Somebody had to tell me that these were regular Cheetos. I said, Why are there regular Cheetos? That’s so dumb.’” Chicano pride My first introduction to Flamin’ Hot Cheetos was almost a mirror opposite of the food assimilation stories that Longoria and Montañez shared about bean tacos and burritos. I went to a bilingual elementary school in the Mission District of San Francisco, which has the largest Latino population in the city. I actually felt left out when I didn’t know what Flamin’ Hot Cheetos were. I would see my peers with red chip dust on their fingers, which they would lick to get every last bit of spice. Their shirts were blotchy with stains from wiping down their now-saliva-coated hands, their tongues red and bellies satisfied. I wanted what they had — Flamin’ Hot Cheetos. From left, Eva Longoria, Judy Montañez, Annie Gonzalez, Jesse Garcia and Richard Montañez pose for a photo after a screening and Q&A for the movie “Flamin’ Hot” at the Angelika Film Center on Wednesday in Dallas. Richard Rodriguez/Getty Images for Searchlight Pic Longoria wanted to eat Pop-Tarts to fit in. I wanted to eat Flamin’ Hot Cheetos to fit in. To this day, these spicy, addictive, jagged-baseball-bat-shaped crunchy corn puffs caked in magical red powder are still my favorite snack. Now that I know the story of Montañez, being Chicano has a much greater significance. I can just imagine my guito, or grandpa in English, coming to me in my dreams and proclaiming, “Eres Madrigal. They can’t tell you nothin’.”

KanalYouTube Filedcaster Japan baru saja meluncurkan sebuah teaser video untuk film berjudul Call Boy (Shonen) yang dibintangi oleh aktor tampan Jepang, Tori Matsuzaka.Dalam cuplikan video berdurasi tidak lebih dari 30 detik itu, mereka menampilkan aksi akting para pemeran utamanya, dan juga telah mengungkap tanggal tayang perdana film

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