In most biopics, the truth is often tangled, even fabricated. While I know many people already look at them as reality stretched to a breaking point, I tend to give the benefit of the massive doubt with cultural biopics I’m more entertained by.
And, like the snack food they epitomize, Flamin’ Hot is a real maltodextrin of a film, with the classic Cheetos taste reimagined for a new hungry audience. In other words: Latinos like movies based on our own snacks. (Hey, Bimbo: Your screenplay about the raisin pound cake is in turnaround!)
Born and brought up in a Southern California labor camp, Richard Montañez was a small-time businessman as a kid, charging students a quarter for a bean burrito. Of course, once he had the money to pay for candy bars, a cop said he was a thief, charging him with robbery. Fuckin’ cops, man!
As times change, Richard (now played by Jesse Garcia) and his girlfriend are petty criminals in the barrio. But with a kid on the way, they put that stuff behind them and look for work while white people call them “wetback” multiple times. Richard finds a job at Frito-Lay. With his only qualifications being a Ph.D. — “poor, hungry and determined” — he starts at the bottom: janitor.
While still pushing a broom (despite a stalling economy, thanks to Reagan) he learns all about the chip factory from “engineer maintenance leader” Clarence C. Baker (Dennis Haysbert), which leads him to develop Flamin’ Hot Cheetos and the whole Flamin’ line of products.
With actress Eve Longoria’s capable direction, Garcia is very affable as Montañez, playing a respectable former cholo who makes it to the top. I was also taken back by Annie Gonzalez as Richard’s supportive wife and, unsurprisingly, Emilio Rivera as his stern dad. I hope I never get on this cabron’s bad side!
Snack foods are forever dominant with Latin flavors. Even better, there really is a great story here, even though opinions differ regarding the truth of Montañez’s story; to be fair, I enjoyed the cinematic story anyway. Besides, for every businessman getting a biographical film — from Steve Jobs to Ray Kroc — what’s wrong with a movie based on the snack-work of Montañez? Growing up, not everyone could have a computer, but they always had a big bag of them in their Cheeto-dusted hands!
On it surface, much like the food it fully endorses, Flamin’ Hot looks like a good movie to snack on. But when you get to the meat disodium inosinate/disodium guanylate of the matter, it’s a five-star multicourse meal for many viewers, served Flamin’. —Louis Fowler
Heard the buzz? It’s just Marsha Jordan’s vibrator. At the movie’s start, she rubs the battery-burnin’ device all over her face and head, which is not how it’s supposed to work. Not for nothing is this titled 