Adam B. Vary Senior Entertainment Writer Eva Longoria’s feature directorial debut, “Flamin’ Hot,” had audiences on fire at its world premiere at the SXSW Film Festival on March 11 — while deftly navigating the controversy surrounding the film’s subject without ever addressing it by name.
The movie is based on the life of former Frito-Lay executive Richard Montañez, played by Jesse Garcia (“Quinceañera,” “Narcos: Mexico”), who has said that he was responsible for inventing the Flamin’ Hot Cheetos brand when he was working as a janitor for the company.
Before “Flamin’ Hot” went into production in 2021, however, Montañez’s claims were disputed by a Los Angeles Times report in which Frito-Lay stated that an internal investigation turned up no evidence that “Richard was involved in any capacity in the Flamin’ Hot test market” in 1990.
Instead, the Times’ story attributed a Frito-Lay factory in the Midwest with spearheading the Flamin’ Hot brand and credited Montañez for helping to bring to market the Flamin’ Hot Popcorn brand and a line of spicy products called Sabrositas.
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