 Consequently, Lutteroth transformed El Santo into a mega-babyface; and for the next three decades, he would serve as the preeminent face of EMLL while he also acted in scores of action-adventure motion picture films, which were hugely popular at the time.As a result, El Santo quickly grew into one of Mexico's most popular national celebrities of the 20th century, while the sport of Lucha Libre thus received an unparalleled degree of mainstream attention.Following the mammoth success of El Santo, Lutteroth then frequently pushed additional masked superstar characters, such as the Black Shadow, the Blue Demon, Mil Mascaras, and the Villano's (among others); and to this day, Lucha Libre remains associated with high-flying masked superstars, with Rey Mysterio, Jr., Psicosis, Silver King, and La Parka representing the latest generation of masked luchadores.