Michelle A. Cooke

When Cooke graduated from the University of Virginia School of Law 25 years ago, she didn't know much about intellectual property.

"The internet wasn't anywhere near what it is today," she said, "and IP practice was a very different world."

It turns out a well-written magazine article about the fast-evolving future of intellectual property, with its growing prominence in law, motivated Cooke to pursue the practice. Being part of something where all the details hadn't yet been decided and things appeared "to truly be evolving as the business evolved seemed very dynamic and interesting to me," she said.

Cooke has been lending her IP expertise to Universal Studios and Amblin Entertainment for seven years, working primarily on the "Jurassic Park" and "Despicable Me" franchises. Often handling trademark cases for studios, Cooke said infringement issues often increase around the release date of films. What may initially look like an infringer can turn out to be passionate fans, she said.

"When you have really dedicated fans, which of course fuel the franchise, and all they are trying to do is promote their enthusiasm for the film, you have to treat them far differently than someone who is just trying to sell infringing product," she said.

Cooke said in those cases, educating people is most important. She lets them know studios appreciate their love for the films but that they should ask for help to protect the brands by including disclaimers on their websites or make small changes in what they are promoting or selling.

"In a friendly approach like that, usually about 90 percent of the time you get cooperation, because they are really people who love the brand and aren't looking to do any harm," she said.

- Shane Nelson