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Rogelio Agrasánchez Jr. discussed the history of the “Golden Age of Mexican Cinema,” and its magical influence in the Rio Grande Valley. During the era, each Valley town had its own movie theater devoted to Spanish-language films featuring movie posters created by renowned graphic artists, providing a sense of connection to the homeland. Many Mexican and Mexican American individuals were able to see the talents of Pedro Infante, María Antonieta Pons, or Mario Moreno (“Cantinflas”) without having to cross the U.S.-Mexico border. These magic times provide a nostalgia for many and has been passed down generations. Agrasánchez Jr. was born in Mexico, the eldest son of a film distributor and producer. In 1977, his family moved to the Rio Grande Valley. He earned a bachelor’s degree in Philosophy at UT Austin and a Master of Arts in Latin American Studies. He was pursuing a doctorate’s degree in Literature, when a new path opened: the study of Mexican film history, and its superb poster art. The Agrasánchez Archives collections have been exhibited in the U.S., Mexico, France, Greece and Spain. Its holdings have been instrumental for researchers from several countries. The archives is also involved in orphan film rescue. Agrasánchez is the author of 10 books—nine of which explore Mexican film history—and one novel, and numerous published essays and articles. This program is made possible by the generous support from the Carmen C. Guerra Endowment. Mrs. Guerra was committed to educational causes in the Rio Grande Valley. This named endowment was created by her family to honor her memory and to continue providing educational opportunities for the community.