The Hobbit: The Movie?

I know there's already been a similar topic, but still... How do you think, what are the chances that after such a great success of the LotR trilogy someone (no necessarily PJ) will decide to make The Hobbit movie - as a prequel? After all - there's a golden Hollywood rule to make sequels for any more or less successfil movie, why not use the obvious opportunity? I mean, on the current wave of LotR-mania it would be just too easy