Gaiman does this interesting thing with foreshadowing. You know how sometimes authors will hint at something so broadly that once The Reveal (tm) finally happens your response is a resounding 'meh'? Well, Gaiman will hint at something and you think he's failing at foreshadowing and then he'll stuff it back down and you think he's forgotten about it and then it pops up and turns out to be not at all what you were thinking. At least, that was how I felt about American Gods.
it is possible that I would see the movie Coraline and want to read the book and other books. this seems to be a pattern with me for certain sorts of things. it seems that with fantasy and sci-fi-ish stuff I need to see the characters and the world on screen and begin to be interested in and care about them before I can bend my imagination enough to read about them. imagination fail, I guess.
I'm sort of the opposite. I read the book first and have these great pictures in my head of how it plays out, and then I see it on the big screen and the movie doesn't really match up with how I imagined it.