Star Wars and I don't think it's close. Now you can surely do more with comics and characters dating back to 1937.. It's endless...
But untapped potential means something else. DC can hope to aspire to get to where Marvel is.. Churning out movies that create hit after hit.. The stories are pretty much told....
Star Wars, if they'd stop doing shyt revolving around Vader, have the whoooooooooooooole rest of the universe to display. It'd be like if DC kept putting out Batman and never Superman or anyone else. There are thousands of years of Jedi story and they focus on the same 30 years, the entire movie time. Even Mando and all these new shows.. Same time period.. New trilogy comes out.. Same time period.. New video games come out... Same time period....
You got space wizards with the family history of game of thrones with hand to hand combat fights, sword fights, magic fights, future gun fights, spaceship fights, up to warship size, interplanetary war.... You got the whole future to play with and all of the past. Literally make Game of Thrones but have nikkas pulling out sabers. Make horror films with Sith. Make some Jon Wick shyt with a gunfighter dude. Make some Terminator shyt.. Forgot you got robots and shyt. Get them dudes from the Raid and choreograph some good fights and sabers battles. You got monsters and shyt too.. Make some R rated joints.. Kids joints.. They could have a whole Stars Wars vs Marvel vs DC with the amount of content. Explore other worlds. Other species. Like we see with Mando, that's just one single race of people. They could dive so deep.
And yet... Hey here's a Luke cameo guys... Hey remember that guy you thought died 30 years ago, here he is.. Hey remember Obi, lets tell his story again.. Like damn man.. Get it together.