During the movie presentation a fan went up to the mic and asked Duncan Jones if he was going to honor WoW and be sure that the movie lives up to its legacy as more than just a franchise. The fan also added (rather oddly, I might say) that Warcraft belongs to the fans more than it belong to the designers and Blizzard.
And while I don't want to get into an argument about who owns WoW (because that's different from everyone's perspective), I do think it's worth asking a question about what exactly is WoW. Is the world of Warcraft just another computer game franchise, or has it meta-morphed into a medium which transcends traditional forms and functions of video games and entertainment?
To understand WoW's potential transcendence, consider a game like Skyrim. In it we have a vibrant, beautiful world. It feels alive, responsive to your actions, and is so wide and deep that you can get yourself lost in it. WoW has all the same things -- but the game takes it a step further. It creates ownership in characters and reputation therein, so much so that you can eventually supplant your own identity with these characters.