In 2022, the Embracer acquired most media rights related to the Lord of the Rings, but nevertheless, it is a complex contract that allows you to control almost everything that relates to the series outside of the original book (among other things, it remains controlled by Tolkien's estate). This operation is managed by a subsidiary, a middle-earth company established for the purpose, and so far their main output has been a little hangover from before getting the rights.The Gollum game is so dangerous that it killed Daedelic more or less as a developer.

Lee Guinchard is the CEO of Embracer Freemode, the parent company of a middle-earth company, and is basically in charge of the franchise. Video games, movies, board games, and merchandise based on the series all involve this company from here, and Ginchard is the man with the final say.

Needless to say, he has reached art in praise of Tolkien. In a new interview with VentureBeat, Guinchard says a lot of words, but you'll have a hard time finding a lot of purchases out there. "Fans who experience this see it as the biggest world ever made outside of our own," is such a pointless paean. "We have characters and stories that people love and yearn for anywhere in the world," another runs.

Tolkien's fans at Days Gone were often critical of the author's son, Christopher, both for his fiercely protective attitude towards the book, as well as his many contributions to LotR's "Canon". These projects that took place were mainly in Saul Zaenz, who was able to negotiate a license and make something like a Jackson movie. Zaentz died in 2014 and Christopher Tolkien died in 2020.This has opened the door to this more comprehensive deal and opened a wonderful payment to Tolkien's grandchildren.

The Embracer and the Ginchard are out for a fortune, so fans might come to look back on it as a golden Age. The chief beat of the CEO's background has been a lengthy stint with Take-Two and Activision Blizzard, and much of what he says in VentureBeat's interview is a trained phrase: "support the creator first" and "respect the work."And we're going to do amazing things and big things over time."The CEO says there are more LotR games coming that he can't talk about, and they are an important part of where the franchise is happening more generally and can only be said to be "taken for granted."

But there's enough here to make LotR fans worry. "Not everything comes out of the park," Ginchard said. "We know that. But we are really creating an ecosystem and an agile company that invites creators to create things in this world. That's the plan." With a few honorable exceptions, we've had a lot of mediocre LotR stuff since the Jackson movie.

Well, let's get the real danger. VentureBeat asks about Tolkien's work related to Roblox and other user-generated content. "[the opportunity] is much greater than people recognize," Ginchard says. "Embrace your community and build with them. The world is naturally going there and building things with them.

Brilliantly, this comes a week after the announcement of Peter Jackson's new Gollum movie, Warner Bros. issued a copyright strike and to core the old fan movie on YouTube. The studio quickly reversed course after the backlash and very convincingly called it a mistake.

Think it can't be worse' Ginchard likes AI. In fact, he has some sort of internal software called "Ask Gandalf". With AI, "there are limits to what you can do and what you should do," says the unforgettable Ginchard.

"If you treat everything like a lot of rights all the time and do a lot of deals, you get average," Ginchard said. "This part of the group is going to focus on building long-term intellectual property, with its creators and with other creators as well. We use the words Middle-Earth & Friends because it's really about IP. It's all about IP.

"It's one of the things that we have many opportunities to build in a very middle-earth way. What does the next chapter mean?"This is like a torch in the middle of the journey."

That's not the case, is it?" This is the time when the carefully managed Lord of the Rings, since the death of the author in 1973, becomes oversaturated, repetitive and grind himself. Constant references during the interview are made to Star Wars and the Marvel Cinematic Universe, as if they were still in their era of victory rather than becoming a attention story.

Ginchard says, "I would like to think that what we build here is a central hub where other LotR media branch out." All this will be useful to the universe."

First of all: what. Secondly, the choice of the verb "useful" strikes me as something very strange. But, the message comes through: Get ready for the Great Flood. So far, Embracer's LotR game has been flat (like Gollum, there was Lord of the Rings: Return to Moria, even though it was under development before Embracer got involved). In the long run, Amazon Games is working on an MMO, and we just know that Embracer will end up doing garbage like the Aragorn prequel. oh well.

Outside of the game, The Rings of Power will have a new season on May 9, with an animated film scheduled for later this year, and the biggie is a Gollum movie produced by Peter Jackson, probably due in 2026. I don't know if someone asked or would be excited, but at least in that case, the talent involved is unquestionable.

When delving into the rights of the Lord of the Rings, there is a lot of talk about how they are divided between the time zones of the world: the first age, the second when Tolkien spins in his grave, we lucky humans get a new age. What we can see in the Lord of the Rings is not enough in the end: and the very bone marrow is either from the bone in some fateful frenzy

I hope I can slap the staff and yell, "You must not pass," but Balrog is in charge now. Those who love the Lord of the ring must bear it faintly in the dark and can comfort themselves with good advice: "Despair, beyond all doubt we will not.""