Well, I am European too.
However Europe can be a broad term if you think about it. For a long time it was split into two very different worlds and unfortunately my country happened to be on the wrong side of the fence. Instead of the cool stuff, we were learning about and reading works of a numerous russian authors that get nowhere near the recognition now as they did when I was still going to school. I hated that, after interwar period everything was a fucking chore.
I actually don't know many people who read the books before the movies came out, plenty did though when the buzz surrounding it began. Until then it was mostly known by fantasy nerds. At least that's how I remember it and I spent my childhood in a puppet theater (my father and aunt work there) and I've seen a wide variety of stories being told there.
The point is the movies helped Tolkien to reach new audiences and revitalized the fantasy genre going forward, making it actually cool.