Comics are a little different though. Those have been going on for so long, there are multiple realities, villains die and then are brought back anyway, the heroes change constantly, etc. When they make a movie about it they can be viewed as just another story line within the comic universe. Just look at Spider-Man. How many different versions of Spider-man comics are there? 5? 6?
You have a point there, star wars is set in stone. Marvel is just a universe to play with.