They are definitely trying the Marvel strategy or that is the plan at the moment. However, Marvel works, as someone above me correctly pointed out, b/c the stories are already written. There is so much source material. And, as I have to keep reminding everyone, the Marvel universe is a bunch of different franchises that take place in the same world. They cross over for The Avengers movies, but they are separate franchises.
Star Wars is different because it is one franchise. Their desire is to tell the stories of individual characters. But, the franchise is the same franchise. However, despite being different, this can work. The reason I say this is b/c when I was in college, there were students who informed me that books were written about the Star Wars movies. These books told the stories of a lot of the characters in the movie. The students knew these individual characters by name and would call them out in the movie. That experience taught me that there is a huge Star Wars fan base who was interested in the backstory of these characters.
The individual movies may not make a fortune. However, they certainly have a marketplace. Moreover, they're a better idea than seeing another Spider-man reboot, Batman reboot, Transformers reboot, etc. At least the solo movies are new stories that haven't been told on the big screen before. That alone makes them new and potentially interesting. Star Wars has a big enough fan base that is into the Expanded Universe that I think it is worth looking into making individual movies. If a solo movie bombs, then they don't have to make any more solo movies. But if TPM didn't kill the Star Wars franchise (and it didn't), then a bad solo movie won't kill it either.
Edited by Walt Disney, 05 February 2013 - 05:05 PM.