Flamin\u2019 Hot<\/em> is composed of familiar beats in its story of overcoming adversity: Richard \u201cRichie\u201d Monta\u00f1ez (Jesse Garcia) has faced racism for his Mexican-American heritage since he was a child, with early scenes reinforcing his ingenuity and business sense, as well as the prejudice he faced everywhere, from school bullies to the local cops in his California town. As an adult with a loving wife (Annie Gonzalez) and growing family, he realizes that his life as a criminal won\u2019t be enough to support them, so he gets a job at Frito-Lay as a janitor. Though Richie learns the ropes quickly, he can\u2019t get a promotion, until he comes up with an idea for a snack that will appeal to his fellow Latinos, which he takes all the way to the top: Frito-Lay\u2019s president, Roger Enrico (Tony Shalhoub). <\/p>\n\n\n\n Liberties are often taken with biopics and movies based on reality, but Flamin\u2019 Hot <\/em>utilizes an especially loose approach to most accounts of how Flamin\u2019 Hot Cheetos were really created. You\u2019ll note that the movie\u2019s official website<\/a> says, \u201cFLAMIN\u2019 HOT is the inspiring story of Richard Monta\u00f1ez\u2026\u201d with the adjective \u201ctrue\u201d conspicuously missing from the description. Monta\u00f1ez did ascend the ranks at Frito-Lay, but he doesn\u2019t appear to have played a role in creating Flamin\u2019 Hot Cheetos<\/a>. He has claimed to have done so in motivational speeches and in his book, A Boy, A Burrito and A Cookie: from Janitor to Executive<\/em>, but there\u2019s no evidence he actually did. <\/p>\n\n\n\n Flamin\u2019 Hot<\/em> marks the feature directorial debut of Eva Longoria, after helming episodes of shows like Gordita Chronicles<\/em>, Black-ish<\/em>, and Jane the Virgin<\/em>. It\u2019s not without style \u2014 there are some nice touches, like a close-up of Cheeto-dust-covered fingers \u2014 but there\u2019s also not a ton to distinguish it. This is a fine first effort, but it never takes even the smallest of risks, an odd choice for a movie about a man full of ambition and innovation.<\/p>\n\n\n\n Flamin\u2019 Hot<\/em> feels like a TV movie, both in its construction and in its efforts to be as broadly appealing and unchallenging as possible. The bad guys are immediately recognizable, full of sneers and racist epithets, and Garcia\u2019s Richie is charming, inviting the audience to root for him as he tries to turn his life around and climb the corporate ladder amidst pervasive racism and classism. Nothing surprises here, leaving the viewing experience as comforting and filling as junk food. There\u2019s been outcry over some great movies going direct to streaming, but this won\u2019t get that complaint. It feels made to watch on a couch, with equal attention paid to the screen and the mindless snacking. <\/p>\n\n\n\n “Flamin’ Hot” is on Hulu and Disney+ Friday.<\/em><\/p>\n\n\n\n![\"\"](\"https:\/\/crookedmarquee.com\/stage8\/wp-content\/uploads\/2023\/06\/flamin-hot2-scaled-1024x576.jpg\")
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Yet what this does prove is Monta\u00f1ez\u2019s gift for marketing. He isn\u2019t just able to sell snacks; he also is able to sell his own narrative to be more interesting. Would the story of Flamin\u2019 Hot <\/em>have been as inspirational if it had just focused on Monta\u00f1ez\u2019s evolution from a gang member to vice president at a multinational company? Honestly, probably not, but it\u2019s the cinematic equivalent of coating a plain corn puff in spicy powder.<\/p>\n\n\n\nC-<\/strong><\/h1>\n\n\n\n