segments from the show: The Fairly OddParents, ChalkZone, and My Life as a Teenage Robot. 1998 also marked the release of the first feature film based on a Nicktoon: The Rugrats Movie, which became the first non-Disney animated film to gross over $100 million at the North American box office. On December 8, Nickelodeon's movie division greenlit theatrical adaptations of Hey Arnold! and The Wild Thornberrys, less than a month after Rugrats opened in theaters. Building new brands (2000–2009) At the turn of the millennium, Nickelodeon noticed that a new competitor, Cartoon Network, was attracting some of its 11–15 year old demographic. Desiring a cartoon suited for older viewers, Nickelodeon producer Mary Harrington contacted Jhonen Vasquez for a series pitch after reading his Squee! comic books. Vasquez pitched Invader Zim, which satisfied Nickelodeon's requests for "something 'edgy'." Nickelodeon also sought out a new action-adventure cartoon after commissioning several anime-inspired pilots that "didn't go anywhere," according to a New York Times article. By 2002, Nickelodeon had rejected multiple Japanese series, considering them derivative or too mature for the channel's target audience. In response, Bryan Konietzko and Michael Dante DiMartino pitched Avatar: The Last Airbender, and Nickelodeon ordered six episodes of the show. Avatar premiered in February 2005 to high ratings, after which Nickelodeon increased its order to 13 episodes and again to 20. In the early 2000s, Nickelodeon briefly continued its strategy of adapting Nicktoon franchises into theatrical features. Executives at the company's movie division decided to reconsider this approach after several films (Hey Arnold!: The Movie and Rugrats Go Wild) were met with poor financial and critical reception. According to the Chicago Tribune, Nickelodeon believed the Hey Arnold! movie "didn't just fail but actually tarnished one of the company's best selling points: its trustworthy brand name." Aside from SpongeBob SquarePants films, Nickelodeon Movies stopped producing animated theatrical features based on their shows. In February 2005, high ratings from Butch Hartman's two Nicktoons (The Fairly OddParents and Danny Phantom) convinced the network to sign a multi-year deal with Hartman. As part of the agreement, Hartman developed original animated and live-action concepts for Nickelodeon and its sister channel, Noggin. In a statement, Hartman said, "Working with everyone at Nickelodeon over the past several years has been hugely satisfying and I look forward to forging the same kind of terrific creative alliances with the folks at Noggin." In October 2006, DreamWorks Animation (who