‘Flamin’ Hot’ Cheetos Movie Director Eva Longoria Talks at SXSW

Texas-born Eva Longoria’s feature directorial debut. flamin hotis about Richard Montañez and his journey from factory janitor to inventor. flamin hot cheetos From the late 1970s through the 1980s. The film will have its world premiere on March 11th at South by Southwest (SXSW) and will be available on Hulu from June 9th. This biopic is an entertaining and engaging story centered around a Mexican-American man, his family, and his culture. It will likely be a hit, but not without some controversy.

2021, just a few months away Filming is about to start, los angeles times Posted a research article Snack Corporation Frito Lay disputed Montañez claims he is responsible for Flaming Hot Cheetos. In a statement to the newspaper, the company wrote, “There is no record of Richard being involved in the test market for Flamin’ Hot,” but clarified that his love for Montañez was never lost. He has been with the company for 40 years, some of which was as Vice President of Multicultural Sales and Community Promotion for the parent company of the whole, PepsiCo. “That doesn’t mean we don’t celebrate Richard, but the facts don’t support the urban legend,” the statement continued.

Longoria took part in a Q&A session before the film’s Austin premiere last weekend hollywood reporterMia Galuppo at the Austin Convention Center. Almost halfway through, Galuppo brought up the report and asked how Longoria navigated the allegations. “Our story is always about Richard Montañez. We never tried to tell his Cheeto history. It’s the story of Richard Montañez, who had a huge impact on the launch of this product.”

Longoria talked about how the script never called Montañez a “food chemist.” I put chili on the chips. He came up with a recipe.he came up with slurry [Editor’s note: a liquid-based mixture of ingredients] in his kitchen. And he and his wife have many great memories of that. ”

Throughout the film, Longoria explained that Frito-Lay did not use Montañez’s exact recipe. Instead, after food scientists got involved, the company changed it slightly, adding maltodextrin (a substance that extends shelf life) along with other chemicals used to make the product suitable for mass production. According to her, the story is about the visionary’s origin story and about “why he’s known as the Godfather of Hispanic marketing.” He used a community he didn’t know, a community he knew well. Part of it.

Emily Aragon/Searchlight

However, this movie is definitely about Flaming Hot Cheetos. It may not be the main plot involving Montañez and his family and how they try to thrive in a racist country. chicano movement And when young Montañez is arrested for being Brown with a handful of cash.

But the film is definitely about how Montañez himself came up with the spicy snack and it was so popular. Banned at school. according to los angeles timesFrito-Lay said Montañez played an integral role in an array of food products marketed specifically to the Latinx community — Sabrocitusincluded Flamin’ Hot Popcorn and two Fritos flavors, Flamin’ Hot and Lime and Chile Corn Chips. These products were recognized by Frito-Lay for developing the Flamin’ Hot name and brand, which she did four years after Lynne Greenfeld led the launch of her Flamin’ Hot Cheetos. It hit the market in 1994.of los angeles times report indicates The story Montañez told about the development of Flaming Hot Cheetos was actually about his work at Subrositas. US News and World Report In an article published in December 1993, the then 37-year-old machine operator announced that he would “soon debut the core idea, flaming hot popcorn.”

In lectures, memoirs, and now feature films, Montañez has made a lucrative living off the claim that he invented what many call the greatest chip ever. The veracity of these claims is vague at best. However, pretty much everyone (except Greenfeld, for example) could get more out of it by acting like Montañez is the mastermind behind Flaming His Hot His Cheetos. Longoria and the Flaming Hot cast and crew round out this summer’s feel-good movie. Frito-Lay will undoubtedly be associated with the story of the ragged rich man whose stock price will rise in his June and brand loyalty will be strengthened. Viewers get to see themselves onscreen in a way they’ve rarely seen before in terms of an accurate portrayal of culture. Whether Montañez has developed an actual hot cheat or not, he fails.

Hutton Supancic/Getty Images for SXSW