I don't think Avengers is a great comparison for Star Wars. Comic book fans already were used to not having one storyline. The film didn't really change that. A better example of a film series that doesn't worry too much about continuity is James Bond. Star Wars has more in common with Lord of the Rings or Hunger Games or Harry Potter, but none of those are primarily a film franchise. Ultimately, I'm not sure there's anything like Star Wars - a universe with tons of different merchandise that originated in movie form. Rumors seem to be pointing toward ignoring the EU, but I don't think Iron Man and Captain America have much to do with that.