"...opening up more transmedia opportunities including synergies across our global group." - this couldn't sound more anti-tolkien. Tolkien wrote particular stories within a particular world - the fact that that has resonated with millions of people worldwide is proof enough (one would think) that the story doesn't need external "nudging" or "expansion" for more media opportunities. Keep telling the same story, for thousands of years without changing. This was the tradition people have been following since time immemorial. Don't let some media group just come by and sweep the floor with it to their liking just because they can. Like the retelling of his stories in RoP, Tolkien fans should stand up and say, "we don't want this, we won't cooperate."
