Doesn't sound like the authors are upset about having their talent or skills compared to Tolkien so much as the hype over the movie is making people go out and buy LOTR, instead of seeking out a "new read". That's going to put LOTR back on the best seller's list, which makes book store display it more prominently, which lead to more sales...and so on.
Can't really blame them. Most new authors get an advance, enough to cover sales of the first printing run, and can't expect to get any more unless the book takes off. That takes attention from the media or the critics, unless the book is so fantastic that word-of-mouth leads to more sales. And if your book doesn't sell enough copies to cover the advance...well, the publisher might not be so eager to see your next book.
To see a dead author displayed at the front of the store, while their own books are buried in the racks must be frustrating.
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