Good find.
Yep, "it's Star Wars though" only actually applies to certain territories. The brand is not big at all in other key areas.
See my edit.
The only places where Star Wars has a good shot at out-grossing Avatar are domestic, other English countries, Latin America + some of the smaller developing Asian markets. Perhaps China as well, but the Asian performance so far is making me think that Star Wars won't pass Avatar's $205M in China by much if it does.