In my opinion, Star Wars. Firstly, Star Wars is primarily a movie franchise, LOTR is a series of books written in the first half the the twentieth century, and was not intended to be a film franchise. This means that some of the book material was omitted from the films (e.g. all the songs). Because SW was written to become a movie script, the visuals can correlate much more closely with the writer's own vision.
Of course, this does not necessarily mean it is better. However, the SW movies were far more revolutionary than the LOTR movies - in essence SW almost singlehandedly revived the science fiction genre to become perhaps the most sucessful.
The SW universe, carried on by fans as well as Lucas and his team, has grown to immense proportions, and far outweighs any other 'expanded universe' in the history of films, when you include novels, computer games, fan fiction and the like. In fact, the starwars.com website has a massive database of information for thousands of characters that incorporate all these different spin offs, all tied into one unthinkably complicated story, paralleling our own universe currently.
I'm not saying that LOTR hasn't got equivalents and hasn't had impacts on popular culture, but that the sheer volume of the SW version is astronomically larger.
Even today, despite the original SW film being released 30 years ago, people often still parody SW sayings in real-life, inform their friends whilst wearing a SCUBA diving mask that they are their father, kids make "Schzummm" noises when playing with swords.
I think the LOTR movies were fantastic, and I get really absorbed in them when I watch the movies at the cinema or at home, but nothing quite beats the thrill I feel when I see the words "A long time ago in a galxy far, far away" and then the Star Wars logo blazes onto the screen.
In fact, in a recent issue of Total Film magazine, celebrating 20th Century Fox's 70th birthday, it stated one of the greatest thrills of going to the cinema was the famous 20th Century Fox logo and music fanfare, with the searchlight stabbing into the night sky, because, reagrdless of the film you will actually be watching, everytime you see it your brain imagines it will be followed by the famous Star Wars brass instrument blast and intro.
Ultimately, I think the fact that in England in the 2001 official census, Jedi was the 4th highest stated religion, beating Sikhism, Judaism and Buddhism, illustrates perfectly the impact that Star Wars has had on society.
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