Let me get my inner nerd on here for a second, if you good people don't mind.
Back in 1977 Star Wars was my generation for the most part, but after time had passed from the 1983 release of ROTJ, SW mania had cooled off and by most of the 80's and early 90's you just didn't hear much about it. I remember when the films came out on VHS and us fans rushed out to buy them, but the original mania just wasn't there as it was during the glory years.
However when Lucas re released the original 3 films chronological order in Jan, Feb, and March of 1997, it breathed a lot of life back into the franchise. I remember going to see each one again during the one month run of them and it brought back a thrill seeing them fixed up with new effects and improved sound and it brought back a lot of memories. Those theaters were packed too and each re release of those 3 films in 1997 brought in over a 100 million a piece and that was a sign that the SW was back in a big way. I do have to say, I look forward to the 3 prequels that came out starting in 1999 and finishing up in 2005, but found myself hating them for the most part. I thought those films were going to kill off the momentum of the return of SW and good will of the fans, but surprisingly the newer fans accepted them for the most part.
I think people who say Stars Wars isn't that big of an IP are the ones who never liked the original films or understood them, didn't understand the impact that ILM and Lucasfilm had on the industry and how it changed film making forever. In 1977 Star Wars blew people away with the special effects, sound, characters, and the story kind of took a back seat to all of that. Don't get me wrong, I loved the story too, but seeing that Star Destroyer come across the top of the movie screen in the beginning of the film in the summer of 77, I knew even as a kid, I was watching something special. Here I am almost 50 years old and that memory of seeing that film still stays strong with me. I bet money I don't have, that if a proper SW land is built with a big budget and done well like Carsland for example, you're going to see a lot of interest in it, that is hidden under the surface. Disney could open up a door that a lot of regular theme park attendees don't see or understand. It's all there waiting and could be the next "Harry Potter effect" for the parks that Disney needs and us fans want.