Aside from a brief fetish for Latin Lovers in the silent era, roles for Hispanics and Latinos in American silent film were few, far between and generally quite minor. In the sound era, images of Hispanics and Latinos in Hollywood began to increase in number, although Latino characters were at first usually portrayed by non-Latinos in brownface whilst real Latinos were frequently used as all-purpose ethnic types.

 
          Ramon Novarro and Lupe Velez (as Navaho) in Laughing Boy                                Leo Carrillo and Duncan Renaldo

1930s- In the first decade of sound, there weren't many roles for Hispanics or Latinos aside from in popular, long-running series like Zorro, The Cisco Kid and The Mexican Spitfire series, the latter a vehicle for Lupe Velez. Pedro Armendáriz mostly starred in Mexican films; when cast in American ones, he invariably had to exaggerate his accent sufficiently. Throughout the '30s and the following decade, Arizona-born Chris Pin-Martin appeared in almost eighty films, invariably as a heavily-accented, broken English-speaking Mexican in small roles and as sidekicks, like Pancho in the Cisco Kid movies and as Gordito in the Zorro series. The Zorro franchise, begun in the 20s, continued to be popular throughout the era. The Cisco Kid series dated back to the teens. In them, unlike with Zorro, Hispanic actors like Leo Carrillo, Duncan Ronaldo and Cesar Romero were usually cast in the lead. Hispanic actress Rita Hayworth (born Margarita Cansino) was initially billed as Rita Cansino in a series of unrelated B-movies. In them, she usually played a variation on the fiery Mexican maiden in need of an honorable Anglo's protection and love.