Masked primes presented prior to a target can result in inverse priming (i.e., benefits on trials in which the prime and the target are mapped onto opposite responses). In five experiments, time-of-task effects on subliminal priming of motor responses were investigated. First, we replicated Klapp and Hinkley's (2002) finding that the priming effect is initially straight (i.e., it benefits congruent trials, in which the prime and targets are mapped onto the same response) or absent, and only later reverses (i.e., faster responses in incongruent than in congruent trials). We show that the presentation of the mask plays a crucial role in this reversal and that the reversal occurs later if the mask pattern is very complex. We suggest that perceptual learning improves the recognition of task-relevant features. Once recognized, these features can trigger the preparation of the alternative response and/or inhibit the prime-activated response. These findings support an active role of the mask in priming.