Genuine innovation is still present in Hollywood, but people have to actually support it. Then if people do support a film en masse that is innovative, then you might have another franchise at best, and a bunch of poor copycat films at worst. Until then, franchise films are supporting smaller films.

Also depends on your definition of innovative (very rare in general to see something that has NEVER been done in the history of cinema). The concept of MCU was actually innovative and something that DC could have done decades before, but they didn't have a visionary.

And of course I disagree with you on Star Wars. I hope to watch Star Wars content until I die (bad or good). It will give me motivation to make sure I live as long as possible :)