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Flamin' hot cheetos4/24/2024 Screenwriters Lewis Colick and Linda Yvette Chavez, working from two books written by Montañez, smartly have fun with the story, infusing the feel-good tale with plenty of lightheartedness and hilarious fantasy sequences. The rest, as they say, is history, with Richard rising to be a vice president at the company. But Richard enlists his friends and family to give out free samples to the local Hispanic community, and the product soon takes off like wildfire. The first test of the product falls flat, with consumers showing no interest. Intrigued, Enrico tells Richard to prepare a presentation, and despite his complete ignorance of marketing, Richard manages to sell him on testing the idea thanks to his unbridled enthusiasm that goes a long way toward compensating for his unpolished delivery. Inspired by a motivational workplace video featuring Enrico that his fellow workers barely take notice of, Richard takes the bold step of calling the executive directly and pitching his idea. Using his wife and kids as a focus group, he becomes a budding food scientist, experimenting with a wide variety of chili powders until he finds just the right mixture that will produce painful but delicious heat.īringing his world-changing discovery to the attention of Frito-Lay CEO Roger Enrico (the ever-versatile Tony Shalhoub) is another problem. But he has a eureka moment when he discovers that Cheetos would appeal a lot more to him and his fellow Latinos with the addition of some chili seasoning. Richard toils away at Frito-Lay for more than a decade, never managing to snag a promotion from the factory’s self-absorbed manager ( Matt Walsh). After initially being suspicious, Clarence, basking in the attention, ultimately makes Richard his protégé, patiently explaining how the products are made. Richard takes an interest in the mechanics, wanting to learn how everything works. There, he meets Clarence ( Dennis Haysbert), an extremely proud “self-made” engineer who keeps the factory machinery humming. Through the help of his best friend Tony (Bobby Soto), he manages to get a job as a janitor at the local Frito-Lay plant, with Judy having to help him with the application because of his limited reading and writing skills. His falls in with gangs in his teen years, committing petty crimes, until he goes straight after his wife Judy (Annie Gonzalez, endearing) becomes pregnant for the first time. That would be the Mexican American Richard Montañez, terrifically played by Jesse Garcia ( Quinceañera), who narrates his story, beginning with how as a young boy he sold his mother’s burritos to his fellow elementary school students, introducing them to the joys of Mexican food. Screenwriters: Lewis Colick, Linda Yvette Chavez Superbly directed by Eva Longoria, this equally amusing and affecting film defies expectations as much as its main character.Ĭast: Jesse Garcia, Annie Gonzalez, Emilio Rivera, Dennis Haysbert, Tony Shalhoub, Matt Walsh, Bobby Soto, Pepe Serna Well, I’m here to eat my hat, or at least some more Flamin’ Hot Cheetos, because Flamin’ Hot, receiving its world premiere at SXSW before streaming in June on Hulu, turns out to be an utterly delightful rags-to-riches story that should appeal to anyone in need of uplifting. What’s next, an epic drama about the creator of Twizzlers? I mean, when I was eating them, I never once thought that the experience would be enhanced by learning the backstory. But a feature film about the guy who claims to have invented Flamin’ Hot Cheetos? That seems a bit of a stretch. And if you promise not to tell my cardiologist, I’ll even admit to having scarfed down my share of Cheetos. Listen, I love a delicious salty snack as much as the next guy.
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