Let me be specific, too. I’m trying to compare apples to apples. That is, the SW Original Trilogy to the Lord of the Rings, the SW Prequels to The Hobbit, and all six Star Wars to all six Middle-Earth. (Movies only.)
You can’t really compare the SW Expanded Universe to the Middle Earth Expanded Universe. Middle Earth was intended to be a grand work of fiction, while Star Wars is sci-fi crap that was added on to the movies. Not a good comparison.
(I’m obviously assuming we’re not counting the prequels.) Had Peter Jackson not sorely fucked up Faramir, I might put LoTR first. Star Wars would be hard to top though.