By 1909, silent film companies began promoting "picture personalities" by releasing stories about actors to fan magazines and newspapers, as part of a strategy to build "brand loyalty" for their company's actors and films. By the 1920s, Hollywood film company promoters had developed a "massive industrial enterprise" that "peddled a new intangible—fame". Hollywood "image makers" and promotional agents planted rumours, selectively released real or fictitious information to the press, and used other "gimmicks" to create public personas for actors. They then "worked reinforce that persona [and manage the publicity". Publicists thus "created" the "enduring images" and public perceptions of screen legends such as Rock Hudson, Marilyn Monroe, and Grace Kelly. The development of this "star system" made fame "something that could be fabricated purposely, by the masters of the new 'machinery of glory'".