Of course SW has made money for Disney. You or I could have directed the franchise into profitability with no prior knowledge of the industry. The problem is expectations.
Marvel has made 5x its investment back in profits. $4.5B in expense for $22.5B in revenue. This for a franchise containing a bunch of characters that the general public had only sort of heard of. Star Lord? Doctor Strange? Thanos? Black Widow? Who??? Even Hulk and Captain America were on the margins of our culture's consciousness.
Star Wars, by contrast, has made back 4.7x its investment: $1.25B expense for $5.9B profit. Take out the pent up demand displayed in "The Force Awakens" and you drop down to 4x the profit. Star Wars should have *ruled* the box office, but after Rogue One, it did not.