Flamin' Hot, directed by Eva Longoria, tells the story of Richard Montañez, a Mexican American janitor who goes on to create a billion-dollar snack brand. The film fits into Hollywood's current focus on exploring the origins of everyday products and services, as well as the need for diverse storytelling. While Flamin' Hot engages with the struggle of Latino representation and offers an earnest portrayal of Richard's journey, it falls short in terms of narrative depth and leaves questions about the accuracy of its depiction.
Review
Flamin' Hot attempts to shed light on the remarkable journey of Richard Montañez (played by Jesse Garcia), as he navigates his Mexican-American identity while facing adversity and abuse. Eva Longoria, along with screenwriters Linda Yvette Chávez and Lewis Colick, keeps the tone light, even as Richard falls into a life of crime. The film explores his determination to overcome obstacles, find employment at Frito-Lay as a janitor, and eventually come up with the idea for Flamin' Hot Cheetos to cater to the underserved Latino market.
While the film touches on important themes, such as the importance of cultural identity and entrepreneurship, it lacks the narrative depth needed to fully captivate the audience. Flamin' Hot often feels like a made-for-television movie, with a formulaic and predictable structure. The story fails to fully utilize the potential of Richard's journey, leaving it feeling minor and lacking in impact.
One of the film's shortcomings is its reliance on sentimental moments that come across as forced, with strings being visibly pulled to elicit emotion. These attempts at manipulation diminish the impact of the film's intended emotional resonance. Additionally, certain scenes, such as a montage of Richard and his family creating the perfect chili sauce, lose their appeal when further research reveals the controversy surrounding Richard's claimed involvement in the creation of Flamin' Hot Cheetos. The film's accuracy and authenticity come into question, leaving the audience uncertain about the reliability of the depicted events.
While creative license is expected in "true story" adaptations, Flamin' Hot fails to offer a satisfying cinematic experience. The film is competently made and cheerfully presented, but its sentimental approach becomes its downfall. Considering the film's subject matter, the narrative lacks the necessary heat and fails to leave a lasting impression.
Conclusion
Flamin' Hot, directed by Eva Longoria, tells the rags-to-riches story of Richard Montañez with an earnest approach. However, the film falls short in terms of narrative depth and emotional impact. While the importance of cultural identity and entrepreneurship are briefly explored, the film's sentimental tone and formulaic structure hinder its potential. Furthermore, questions surrounding the accuracy of the depicted events cast doubt on the film's reliability. Ultimately, Flamin' Hot leaves much to be desired and fails to deliver a satisfying cinematic experience.
Flamin’ Hot (2023) - info
- Release date: June 9, 2023
- Genre: Drama, History
- Director: Eva Longoria
- Writers: Lewis Colick, Linda Yvette Chávez, Richard Montanez
- Stars: Jesse Garcia, Annie Gonzalez, Emilio Rivera