Bidens, Eva Longoria Screen Movie about Origins of Spicy Cheetos Snack

US First Lady Jill Biden (L), US President Joe Biden and US actress and director Eva Longoria (R) arrive for a screening of the film "Flamin' Hot" on the South Lawn of the White House in Washington, DC, June 15, 2023. (Photo by ANDREW CABALLERO-REYNOLDS / AFP)
US First Lady Jill Biden (L), US President Joe Biden and US actress and director Eva Longoria (R) arrive for a screening of the film "Flamin' Hot" on the South Lawn of the White House in Washington, DC, June 15, 2023. (Photo by ANDREW CABALLERO-REYNOLDS / AFP)
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Bidens, Eva Longoria Screen Movie about Origins of Spicy Cheetos Snack

US First Lady Jill Biden (L), US President Joe Biden and US actress and director Eva Longoria (R) arrive for a screening of the film "Flamin' Hot" on the South Lawn of the White House in Washington, DC, June 15, 2023. (Photo by ANDREW CABALLERO-REYNOLDS / AFP)
US First Lady Jill Biden (L), US President Joe Biden and US actress and director Eva Longoria (R) arrive for a screening of the film "Flamin' Hot" on the South Lawn of the White House in Washington, DC, June 15, 2023. (Photo by ANDREW CABALLERO-REYNOLDS / AFP)

President Joe Biden and director Eva Longoria welcomed hundreds to the White House lawn Thursday to screen the new movie, “Flamin’ Hot,” a feel-good story about how a Mexican American janitor working at Frito-Lay sold his superiors on his idea to spice up the crunchy snack’s cheesy coating.
They held out the tale of one-time janitor Richard Montañez, which is based on his memoir, as an inspirational account of how one man reached for a dream and overcame the odds — gliding past indications that Montañez’ account is dubious.
Biden told the crowd: “When I think about tonight’s movie, I think about courage. So many of you, your ancestors left behind all that they knew to start a new life in the United States.”
Longoria said Montañez' story inspired her because she has been told “no” during her career, that ideas don’t come from people like her, that she couldn’t do certain jobs because she is a woman. She said she and her team worked hard “to produce this authentic film steeped in inclusion.”
First lady Jill Biden said Montañez helped change the way companies think about Latino customers, adding: “This film isn’t just about Richard. It’s about everyone who has been overlooked or underestimated.”
But The Los Angeles Times has published allegations that Montañez fabricated his role in the snack’s creation. And Frito-Lay says he “was not involved.”
According to The Associated Press, the White House official defended the decision to screen the film, saying it is not a documentary and was shown to give Americans from different backgrounds a chance to see themselves reflected in film and celebrated by the president, as was done with other movie screenings this year. The official spoke on condition of anonymity to discuss internal White House deliberations.
In the film, actor Jesse Garcia stars as Montañez, a one-time Frito-Lay floor-sweeper in southern California who persuaded his bosses to make a snack that celebrates the flavors of Mexico.
The Bidens and Longoria stressed what they said was the movie's broader message of inclusion.
“Richard Montañez disrupted the food industry in the ‘90s by channeling his Mexican American heritage to help turn Flamin’ Hot Cheetos into a multibillion-dollar brand today and a cultural phenomenon,” Longoria said. “We are telling a story that celebrates the American entrepreneurial dream without sidestepping the fact that the dream isn't available in the same way for everyone."
Biden said it was the first White House screening of a film focused on Hispanic characters.
The film marks Longoria's debut as a film director. The former “Desperate Housewives” actor is also very active Democratic politics. She spoke at the party's past three national political conventions and has helped raise money for Biden, former President Barack Obama and other Democratic candidates.
Biden, a Democrat, announced in April that he is running for reelection in 2024 and Hispanic Americans are a core part of the Democratic Party base.



Gl-icked? Movie Theaters Pin Hopes on Big 'Wicked,' 'Gladiator' Weekend

'Gladiator II' has benefited from a long, expensive marketing campaign. Chris DELMAS / AFP
'Gladiator II' has benefited from a long, expensive marketing campaign. Chris DELMAS / AFP
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Gl-icked? Movie Theaters Pin Hopes on Big 'Wicked,' 'Gladiator' Weekend

'Gladiator II' has benefited from a long, expensive marketing campaign. Chris DELMAS / AFP
'Gladiator II' has benefited from a long, expensive marketing campaign. Chris DELMAS / AFP

US movie theaters are hoping the lightning-in-a-bottle magic of last year's "Barbenheimer" phenomenon can strike again this weekend, with the simultaneous release of two of 2024's most hyped films: "Wicked" and "Gladiator II."
"Wicked" is the movie adaptation of the hit Broadway musical, starring pop sensation Ariana Grande, while "Gladiator II" marks Ridley Scott's return to ancient Rome, 24 years after his epic original won the best picture Oscar.
Whether audiences will embrace the tongue-in-cheek "Glicked" (or "Wickiator") memes being hopefully circulated by marketing departments -- or even dress up in witch hats and togas -- remains to be seen.
But cinema lobbies and shopping malls across the country are being daubed in the pink-and-green shades of the "Wicked" witches, and kitted out with cardboard miniature Colosseums, ahead of a period that analysts say will be crucial for the industry, AFP said.
"I am certain that this is going to be the biggest Thanksgiving the industry has ever seen," said Jordan Hohman, an executive at Phoenix Theatres.
"Wicked" alone is "the biggest opening film in terms of advance sale tickets" in the US chain's 24-year history, currently pacing 63 percent ahead of "Barbie," added president Cory Jacobson.
While rival Hollywood studios have traditionally been wary of launching two major films on the same weekend, the record-breaking summer of 2023 showed it can be mutually beneficial -- with the right movies.
Like "Barbie" and "Oppenheimer," the female-skewing "Wicked" and male-focussed "Gladiator II" are "oriented to different audiences," said analyst David A. Gross, of Franchise Entertainment Research.
"Wicked" has inspired promotional tie-ins like a makeup line and a cupcake kit, while "Gladiator" ads have been ubiquitous during NFL telecasts.
"There is zero issue in terms of stepping on each other's feet," said Gross.
Still, matching the heady heights of "Barbie" and "Oppenheimer" will be a tough ask. Those films took $245 million combined on their opening weekend in North America alone.
"Barbenheimer was an example of two films massively over-performing... an unexpected best-case scenario," cautioned Daniel Lora, senior VP of content strategy for Boxoffice Media.
But part of the industry's current bullishness comes from another massive film, Disney's "Moana 2," which will join "Wicked" and "Gladiator II" in multiplexes just a week later.
"I don't think this is a two-picture experience. I think it's a three-picture experience," said Jacobson.
Marketing blitz
Should the next few weeks live up to hopes, it will come at a much-needed time for Hollywood.
Despite a profitable summer featuring hit sequels like "Inside Out 2" and "Deadpool & Wolverine," 2024 has been a mixed bag for an industry still dreaming of a return to pre-pandemic numbers.
The first five months of the year were hampered by a thin release schedule, stemming from the production delays caused by Hollywood strikes and Covid.
The fall has also been a disappointment, with box office dud "Joker: Folie A Deux" foremost among a series of flops and middling releases.
But the early signs for this weekend look promising.
"Gladiator II" opened in dozens of other countries last week, taking a whopping $87 million overseas. Paramount will be hoping for similar numbers in the US this weekend.
"Wicked," from Universal, the studio behind "Oppenheimer," is predicted to take north of $100 million this weekend in North America alone.
Both movies have benefited from long, expensive marketing campaigns.
At a major Las Vegas movie theater convention in April, Paramount began their annual presentation with an executive riding into the Caesars Palace arena on a chariot flanked by Roman soldiers.
Universal's presentation ended with thousands of plastic flowers held aloft by audience members to create a giant green-and-pink "Wicked" themed electronic lightshow.
Eight months later, both studios will learn if those strategies have converted into ticket sales.
"When something really catches fire, and it's not just a marketing campaign flogging it, honestly it can just take off and go higher than anybody can predict," said Gross.
"So let's see what happens."