I think SW is bigger for the simple fact that it's been around for decades and pretty much has become stable part in our collective western pop-culture history.
Comic movie-boom didn't really kick-in before 2008 when Iron man was released but who knows, ask again after 10-20 years and it should be obvious how lasting effects DC & Marvel CBM's have had on pop culture and whether its anywhere close to SW-saga.
I compare the two this way. Marvel is like a new American celebrity, Star Wars is like a modern global mythology.
Star Wars stands the test of time, even the legacy of the prequels (whether people like it / want to admit it, or not). The same has yet to be shown with Marvel.
Marvel, right now. Star Wars took a pretty long break from the mainstream. Once more Star Wars movies and whatnot start coming out, I'm sure they'll climb right back on top with no problem.
Star Wars in a subtle stomp. Marvel are doing great right now but Thor's hammer, iron mans repulsors and caps shield don't even come close to How iconic a lightsaber is. That things been around for years and even shows up in movies a bunch of times. It's a win.
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