He's only ever one character is why you don't see him in lead roles as much. Not a lot of writers making stereotypical badass Latino screenplays lately. Well, ever.
He needs to try and be more versatile and branch out form his norm. I'd like to see him play a classic movie monster role like Frankenstein or the Wolfman, but those have both been done recently.
And he's not going to be the first person that comes to mind for those roles. But if he could get something that makes him completely different, like Ledger's Joker, that would help. :{