'Flamin' Hot' Spices Up Its Underdog Story With Creative Direction By Eva Longoria
Latina actress Eva Longoria’s directorial debut Flamin’ Hot follows the somewhat true story of Frito-Lay employee Richard Montañez, who started as a janitor before inventing the recipe for Flamin’ Hot Cheetos. The biographical feature was released on June 9th, 2023 to Hulu and Disney+. Recently recognized as Searchlight Picture’s most successful streaming film, the film has seemingly struck a chord with audiences. Hollywood has made its fair share of underdog stories–but only a few are this well-realized. With creative direction by Longoria and a charismatic lead performance by Jesse Garcia, the film elevates what could have been a stereotypical rags-to-riches story to a fun, engaging watch.
The film succeeds by focusing on the man, Montañez, rather than the product itself. The story begins in his childhood, when Montañez becomes an entrepreneur after his classmates bullied him for eating burritos. Montañez flips the narrative, turning his bullies into customers, and sells hundreds to his classmates after they get a taste– the first sign of the resilience and ingenuity he would become known for. Montañez eventually gets a job at Frito-Lay before training under Clarence Baker (Dennis Haysbert) in hopes of climbing the corporate ladder. After becoming stuck as a janitor for years and layoffs becoming imminent at Frito-Lay, Montañez comes up with a hail mary to save the company: pitch Flamin’ Hot Cheetos to CEO Roger Enrico (Tony Shalhoub).
There is certainly a formula at play within the narrative. This story isn’t revolutionary by any means. The film is, at times, full of narrative cliches, doing little to extend beyond the structure of an underdog story. But these cliches ultimately matter little in the grand scheme of the film. Underdog stories are familiar, and Flamin’ Hot knows there’s little it can do to change that. What separates this from other underdog stories is the energy and dialogue with which it delivers the story. The emotional core of the movie is the relationship between Montañez and his wife, Judy (Annie Gonzalez), who genuinely believe in each other to live up to their full potential. By focusing on the emotional journey of the two, the stakes feel real here–even if you understand that Montañez will obviously succeed. The world seems to be at odds with this couple, but the two never lose faith in each other. And when they finally succeed, it feels all the more compelling.
Much like the protagonist of the film itself, Flamin Hot’ oozes with energy and charisma, with clever transitions and lively narration. In most films, narration acts as a crutch, awkwardly delivering exposition when needed. However, this film’s narration, delivered hilariously by Jesse Garcia, feels like an extension of Montañez as a character. One of the film’s funniest moments comes from narration, as Montañez recounts a board-room conversation between Frito-Lay executives. The dialogue and writing are often sharp, delivering hilarious and engaging moments without falling too far into fiction. Clever editing gives many scenes a sense of brevity and energy. Longoria uses the film’s story well, imbuing each scene with humor, sentimentality, and life. Comedy keeps the film lively, even as it handles some of its most potent defeats.
Montañez’s resiliency fills the film with a sense of stakes and wonder. The odds are stacked against him for the entirety of the film’s runtime, but Montañez’s spirit remains high for a majority of the film, even as he pulls ridiculous stunts like calling the CEO of Frito-Lay directly, or handing out boxes of Flamin’ Hot Cheetos to various people in southern California. These moments are not only shocking, but inspiring, seeing how Montañez rises to power. There is a sense of hope present in the center of this film that feels more compelling than most underdog stories.
Another compelling aspect of the story comes from its handling of race. The film certainly acknowledges the trials that come with being Mexican in America, but Montañez celebrates this identity rather than trying to find ways around it. Montañez became a successful executive at Frito-Lay in his own way, by making a product for his people with the Flamin’ Hot Cheetos formula. The film itself has a similar handling of its Mexican identity, wearing it proudly and authentically throughout the film. Because of this, discussions of race in the film feel genuine and effective rather than preachy or shallow.
However, the film does little to explore Montañez’s story beyond its underdog approach. There are certain aspects of the film that could afford to be explored with more nuance–particularly Montañez’s relationship with his abusive father, which is swept under the rug by the end. The story touches on the topic of Montañez’s own self-doubt, but it could have used further exploration within the film. At times, the film can verge on fantastical, with some of its feel-good scenes losing their sense of reality. But in the end, this experience is meant to feel like a light snack, much like the product it's named after. And for that, Flamin’ Hot succeeds in spades.
Flamin’ Hot elevates itself beyond its cliche underdog story to create a fun, engaging film, buoyed by a charismatic performance by Jesse Garcia. Longoria’s direction keeps the film breezy and entertaining, while also packing a healthy sense of narrative stakes. Although it sometimes gives in to its feel-good nature, the film still feels genuine even as it tells some of its more ridiculous elements.
