Meet Francisco J Landin and Oscar Rene Coronado | Co-Founders – Southern Arizona Film Society

We had the good fortune of connecting with Francisco J Landin and Oscar Rene Coronado and we’ve shared our conversation below.

Hi Francisco and Oscar, we’d love to hear more about how you thought about starting your own business?
When we decided to start a film support nonprofit corporation it wasn’t just about starting a business—it was about filling a void that so many filmmakers, including us, have struggled with for years. In Southern Arizona, there’s no shortage of talent, but there is a serious lack of funding, professional development, and opportunities for filmmakers from small communities to break into the industry. We’ve seen too many incredible artists forced to leave or give up on their craft because there simply weren’t enough resources to support them.

We wanted to change that. We wanted to create something that not only showcased local talent but built a sustainable ecosystem where filmmakers could learn, collaborate, and actually thrive right here in Southern Arizona. That’s why we launched initiatives like our free Mentorship program for filmmakers looking to further their film careers, the Southern Arizona Film Positives where we fund and produce five short films from filmmakers of different backgrounds, our Student Academia, a high school program offering vocational film training for students who then serve as assisting crew for a professional short film; as well as our flagship event, the Nogales International Film Fest which serves to give filmmakers a real platform to share their work. Furthermore, with *Film on the Fence*, our special festival screening where we project the same film simultaneously on both sides of the U.S./ Mexico border wall, we’re bringing something fresh and exciting to the region, an event with the potential to attract national attention and put Southern Arizona on the map in a way it’s never been before.

This isn’t just about producing or screening films. It’s about empowering creatives, amplifying marginalized voices, and proving that powerful, high-quality storytelling does come from filmmakers of all backgrounds. At SoAZFilm, we’re building something bigger than just a film society. We want to make Southern Arizona a hub for independent film and art.

Alright, so let’s move onto what keeps you busy professionally?
For us, filmmaking isn’t just about telling stories it’s about telling the stories that usually don’t get the spotlight. As BIPOC filmmakers, everything we create comes from personal experience, from the struggles and victories of people like us, people that are trying to carve out their place in a world that often overlooks them. We’re drawn to stories that challenge perspectives, start real conversations, and highlight the beauty and complexity of the Southern Arizona film communities.

But our goal is not just making films, or helping on set, it’s building opportunities. That’s why we created the Southern Arizona Film Society, to give underrepresented filmmakers the resources and support they need to bring their stories to life. We saw the gaps in our community, the lack of access to platforms, training, and funding, and we decided to do something about it. Getting here wasn’t easy. We didn’t come from film industry families, and we didn’t have financial backing or connections to lean on. We had to learn everything ourselves, writing, directing, editing, producing, because there was no other choice. And as tough as that was, it shaped us into the filmmakers we are today. Now, we’re making sure the next wave of filmmakers doesn’t have to struggle the same way.

One of the biggest lessons we’ve learned? You can’t wait for permission to create. You can’t wait for the perfect budget, the right opportunity, or someone else’s approval. You just have to start. And that’s exactly what we did with our own films—whether it was a transgender romantic comedy, an African American thriller, or a female-led immigration story, we make it happen. We’ve proven that independent, community-driven filmmaking works, and we will continue to do so as long as we have the capacity.

At the end of the day, this isn’t just about film, it’s about impact. We want to see more diverse, authentic stories in cinema. We want Southern Arizona’s next generation of filmmakers to have the mentorship, platforms, and resources they need to succeed, without the barriers that kept so many of us out. Because film isn’t just entertainment, it’s history, it’s culture, it’s change. And we wanrt to make sure those stories get told.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
We are based in Tucson and Nogales so it is all about Mexican food here. La Indita and Tanias 33 are go to spots and we have many hidden treasures as well like Tacos Apson and Karamelo King. However, you can’t beat heading into Mexico for some delicious inexpensive food while you shop. Because we are all about film, we also love getting a drink at Casa Film Bar, and a visit to Tucson isn’t complete without taking in a special screening at the Loft Theater. If we’re making a drive, the city of Bisbee is one of the most beautiful and fun places you can visit with its great vibes and artsy style, you’ll come home feeling that much cooler having spent a day shopping and grabbing a drink in one of their many historic buildings. Finally, take a drive through the beautiful hills of Nogales Arizona, the view of the city spanning past the International border is breathtaking and a true sight to behold.

Who else deserves some credit and recognition?
Monica Lopez of Film Tucson and Sam Saunders of Holler & Saunders LTD have been integral and invaluable inspiration and mentors in our process of developing and executing our cause and our journey. Monica’s work at the Tucson Film Office has not only provided invaluable support but has also strengthened the connection between us and the local film community and industries. The Nogales International Film Fest would also not exist without the hard work, commitment, and guidance of Samuel Saunders. Their contributions have made it possible for us to work on creating a thriving film community in Southern Arizona, and we’re incredibly grateful for their continued support.

Website: https://www.soazfilm.org

Instagram: @soazfilm

Linkedin: https://www.linkedin.com/company/soazfilm

Facebook: https://www.facebook.com/people/Southern-Arizona-Film-Society/61569887162981/?_rdr

Youtube: https://www.youtube.com/@SoAZFilm

Other: https://filmfreeway.com/NOGAIFF
https://gofund.me/8ef4c71b

Image Credits
Kevin Larkin
Elvio Anderson