I agree, hanging the appeal of LOTR on the story itself was a major key to its success. Big star names can initially succeed in getting folks to the theater, but the story itself is the star with the "staying power". I LOVE the fact that lesser-knowns were used instead of a"movie star" ensemble. It was "come immerse yourself in a journey across Middle Earth to Mordor" instead of "look what big names we have in our movie". Banking on big names is so superficial, all glamour and glitz; and it works for movies like Oceans Eleven or ANY Ben Stiller or Adam Sandler movie, but it ruins movies that stand alone as an intity unto themselves like The Dark Tower or The Lord of the Rings. So much potential here, I just hope they take advantage of it.