When is LotR bad for you?

[Volo]

As I was reading alatar's "Say what?" thread I turned my attention to the age when kids already know about LotR. That brought me to the fact that my 9-year-old brother doesn't really know what LotR is, or any other Tolkien-related stuff. I might be that I'm just lousy brother, but what I think to be the cause to this is that he hasn't been allowed to watch the films because of their violence (?). I don't know if he's watched them secretly, but no way openly. Some time ago I suggested to read the Hobbit with him, but he told me that Tolkien is rubbish. I later found why he though that Tolkien is rubbish: he didn't know who Tolkien is.

At that I got curious and here's my question to you: Have you been discouraged away from Tolkien because of anything or have you seen others discouraged?

I remember there being a thread about some Christian schools banning Tolkien, I couldn't find the thread (or any similar thread), but I hope that the discussion could be revived with different points of view.