Honestly, I rate Star Wars more than Marvell. But that is just me. And I believe these two franchises are the most lucrative ones for Disney. Others might disagree but that is just how I feel about them. 

However, I don't know how much more creative they can get with both franchises. They are trying to spruce things up by being more inclusive and promoting diversity. But there is only so much spin they can give that before audiences get bored again. So creativity is indeed a challenge. There are already so many heroes on the Marvell universe I don't even know who is who anymore! 

Audiences are just so demanding nowadays and there are so many choices, it really need a lot of effort to keep them coming back.

Thanks for reading!