For DiTerlizzi, creature development was the biggest challenge, trying to make his creations fresh and exciting to an already visually savvy audience. “I wanted to be able to bring something new to a conversation that has been going on for centuries about what a fairy, goblin or dragon looks like,” he says. “I did a lot of exploration, looking at nature and avoiding the obvious connections.” The artist also sought inspiration from illustrated books that he loved as a kid, including works by Arthur Rackham, John James Audubon and HJ Ford. The Encyclopedia of Fairies by Katharine Briggs also served as a resource. Although world-building incurs intensive planning, there is still much left to the reader’s imagination. “Picture books are one of the most powerful art forms,” Gurney adds. “From picture to picture, there are these gaps in time and it’s up to the reader to conjure what happens in between.”

When a story is successful in the marketplace, it opens the door to other opportunities that would not have existed otherwise, attracting film, TV, game, audio adaptation, collectibles and other merchandise. “The movie business is hungry for ideas and it’s always looking for people with vision,” says Gurney. “Everyone is very aware of all the illustrated books, graphic novels and comic books that are coming out.” DiTerlizzi agrees, “Studio executives have their finger on the pulse of what is going on in publishing. We’ve seen an amazing explosion of studios adapting children’s literature to film.” The first stage of the film or TV adaptation process begins with an option being made by a studio interested in developing a project. If it moves forward, a purchase is made. Projects can also be placed in turnaround. “Dinotopia was originally optioned to Columbia Pictures, which did a lot of initial development. When a new administration took over, it went into turnaround,” shares Gurney. “Hallmark Entertainment later bought the property out of turnaround for a three-part mini-series and a thirteen-episode weekly show for television.” With large complex environments to build and challenging special effects creatures to animate, the ambitious project made groundbreaking strides in cinematography, winning an Emmy.

In the case of The Spiderwick Chronicles, the project was a package deal, for which the books, movie, game and audio adaptations were all contracted up front. At the time, Simon & Schuster was under the same parent company as Paramount Pictures and Nickelodeon. This aggressive schedule had the artist working at a breakneck pace, where the development of each adaptation happened concurrently. “As we were finishing the text and art, we would send out files to the studios that were feeding potential screenwriters and directors,” says DiTerlizzi, who served as executive producer on the film. “I was also flying back and forth to meet writers and the director.” Having a property transition into other media does require the creator to give up a certain amount of control in order for the project to grow and expand. “When you're condensing a 500-page story into a 90-page screenplay, edits need to be made,” explains DiTerlizzi. “Our position was to work with the studio to make the changes that would ultimately produce a better film.” Gurney adds, “When bringing a world into other media, you have to let go of it in different amounts. In the end, it’s an amazing process where you have the privilege of working with other creative people who bring to the world something of their own.” Both Dinotopia and The Spiderwick Chroncles continue to be prosperous, multimedia properties. The Search for Wondla (Simon & Schuster) is the recent brainchild of DiTerlizzi who envisions the story to cross media platforms.

When developing adaptations to a property, it’s important to make sure the source material is copyrighted and the name and logotype of the property are trademarked. Having an understanding of your audience, knowledge of the industry you’re pitching and a clear and comprehensive business plan are also key.

“The business plan needs to have a progressive, connective nature, speaking to all the different outlets,” says Philip Straub, art director at Warner Bros. Entertainment and creator of Utherworlds, a multimedia property currently in film development. “The book, film, game, Web site, iPhone application and merchandise need to be interrelated. It’s all about building a premium brand.” Because of the complexities of contractual agreements, it’s also highly recommended that an artist obtain an entertainment attorney to assist in negotiations. “When you go out there, be focused, relentless and believe in yourself,” adds Straub. “Stay true to the core of your story, trusting your gut to make the right decisions.”

Technological innovation has opened up a plethora of new opportunities for illustrators to take a more active, entrepreneurial role as creators of their own intellectual property. Spanning from print to broadcast, film, interactive media and beyond, imaginative, thought-provoking work is finding its way into the culture, leaving an everlasting mark for generations to come. CA

^{© 2011 Lisa L. Cyr, Cyr Studio LLC www.cyrstudio.com}