As well as The Hobbit, we've watched all three of The Lord of the Rings films on Channel 4 this Christmas. I say "we" but I mean Alex and myself, as it proved impossible to persuade Clare to take the slightest interest (a position reversed with the three Stig Larson films).
Tolkien's stuff is both "old-fashioned" and timeless. It unironically speaks to male-bonding, great causes and the merits of loyalty, character, sacrifice and honour. Despite being an obvious target for metropolitan mockery, Tolkien's commitment to these values renders the films invulnerable, and ultimately quite moving - if you're male.