Flamin Hot Is Going To The Dang White House!

The movie based on the fake memoir faked its way all the way to the White House. Lying pays, kids.

Searchlight Pictures

Important update about Flamin Hot, which I wrote about for Hell World last week (and we talked about on the latest Frotcast). Quick recap on that: Richard Montañez, a high school dropout who became a marketing exec at Frito-Lay, became a famous motivational speaker on the strength of the story he told about his life — that he was a middle school dropout who invented the Flamin Hot Frito-Lay products. Which, by all corroborated accounts, he did not actually do (though he did work heavily on a grassroots marketing campaign for Sabrositas).

His genius may not have been the Flamin Hot products, but it was the correct assumption that most people at Frito-Lay wouldn’t mind him selling this falsified brand story, which sounded much better than the truth to everyone involved anyway. The filmmakers who optioned his memoir knew this since at least 2021, when the LA Times’ exposé about the actual creation of Flamin Hots was published. Which would seem to have given them plenty of time to pivot to the real story about Montañez. Who seemingly saw through the myths about the American Dream and corporate hustle culture and actually did think like a CEO: by taking credit for something that was already successful in a way that no one would call him on. Give me that movie.

Unfortunately director Eva Longoria and her producer, DeVon Franklin, previously of Heaven is for Real, made a much more boring movie taking the myth Montañez was selling at face value. And how did that work out? Well, it got them invited to the danged White House!

From the press release:

After debuting to rave responses by audiences across the globe and robust critical notices highlighting the multicultural creative makeup of the film and its cultural impact in diversity, equity and inclusion – the White House invited Longoria, producer DeVon Franklin, and fellow collaborators to a White House screening for President and First Lady Biden. The screening will take place on the South Lawn and will include the cast of the film, families, and Latino community leaders. Remarks by the President, First Lady, and Ms. Longoria will precede the screening and celebration.

How much Googling would it have taken to determine that this guy’s story was fake? It’s on the first page! That they (the makers of the movie, the White House) instantly rushed to claim this as a win for “diversity, equity, and inclusion” without acknowledging that it’s based on a fake story almost feels like a Republican op.

“I am deeply humbled by the fact that my first feature as a director has already struck a chord with millions of viewers around the world. Richard Montañez’s story is a great testament to the American dream of hard work, faith, and family, and I am thrilled that we are able to share that inspiration with so many,” said Longoria.

It’s actually a testament to the American Dream of telling the right myth, the right way, to the right hogs.

Highlighting the importance and power of the Latino community within American culture, Longoria and producer DeVon Franklin sought to produce an authentic film steeped in representation and inclusion both in front of and behind the camera, with a cast dominated by established and up-and-coming Latino performers and filmmaking department heads from many cultures and backgrounds.

So sure, they told a big lie, but at least they told it authentically.

Now, just to be clear, there was some great acting in the movie and I’m happy for everyone who got some work. I’m also not fascinated by this story because I’m concerned for the sanctity of Frito-Lay, or justice for the actual inventors of Flamin Hot (which seems to have been a simple triangulation by the company, not some great innovation driven by a lightbulb idea). Nor can I deny Richard Montañez’s success story.

It’s more that they’re telling a fairytale corporate success story while lying about the real corporate success story, which was right there! “Hard work, faith, and family” weren’t what brought Montañez his greatest success (his “life story” is screening for the president!), it was cannily sensing an opportunity. He didn’t listen to his bosses’ great advice and do exactly what they said, at which point they rewarded him for his loyalty. He told a story people wanted to hear and put those bosses in a position where it was in their best interests to go along with it, whether they wanted to or not.

It’s wild how long we can keep lying about this when the truth is so plainly at hand. Apparently it’s a long time, and Richard Montañez’s greatest genius may have been intuiting that all along.