They're already doing it with TV shows. Look at the Witcher TV series for instance - which has strayed quite far from the source material.
Even the author (Andrzej Sapkowski) has denounced his relationship to it, yet they're claiming it somehow to still have his blessing, and still be be 'The Witcher'.
The only difference in modern times is that we're often leaving the original author's name attached, which is, admittedly, rather insidious.