 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.