Well I think it's also important that The Force Awakens was a way bigger deal and was a return of Star Wars. Sure Star Wars has had a consistent presence since the prequels ended, but it hadn't had a big event. That really gets people coming in to just check it out in theaters. My aunt who dosen't care about Star Wars went to see it because it was a big deal. She'll rent or never watch TLJ which is just the next Star Wars movie. Only it wasn't, Rogue One was and while you and me make a distinction between Rogue One, TFA, and TLJ. For a lot of casual viewers it's just another Star Wars movie. My mother came out of Rogue One saying it was good, but not as good as the last one because it did'nt have "that girl". That girl being Rey. My mom is'nt an idiot. She knew Rogue One was set in the past. She liked Solo and how the guy played a good young Han Solo, but these Star Wars movies are starting to blend together for her and probably a lot of other people. They are big movies to go see and have fun and then buy the toys for the kids. They were events and Disney kind of hurt that perception.
Marvel is'nt like that. The Avenger movies are events. The stand alone hero titles are just other installments. Some more popular then others, but I think every Marvel movie has the potential to go either way money wise if the product has something to it. Black Panther attracted a lot of attention because of it's note worthy subject matter. Ant Man did ok, but it was just another Marvel movie. The GOTG movies have been very funny comedies. Civil War seemed like an event. These movies also really live on word of mouth and thier marketing as much as they do the actual quality of the movie.