I think the rebranding of the WT to JW.Org is working toward a more mainstream religion evntually.
So, they will decide at some point to leave their Apocalyptic End Times 19th Century type stuff behind. They cannot do that any time soon, as it is the only thing keeping the $$$ rolling in, JW's who fear not "making it in to the New System" are the only ones working and donating.
It is possible for them to spin almost anything and get it through as New Light, so why not 1934 as the start of the Times of the End ? They could easily claim the Great Depression as the "beginning of pangs of distress" etc
This would of course give them a further problem when 2034 passes and two things happen, i.e not much and sod all.
But 20 years, plus probably a few after that for it to begin to affect loyalty and numbers, is all this GB and the ones who pull their strings need. After that the new boys who are at the top and running the Scam will have to come up with some more New Light.