The Original Star Wars Trilogy is one of the few movies that are fun to watch yet still have substance along with a combination of drama, humor and mythology along with special effects.
That's pretty hard to pull off because usually one of them dominates the others in today's blockbusters. As luckydube56 said about the Dark Knight, its a great movie, but it just doesn't hold the replay simply because it isnt fun to watch. Then you have movies like Transformers, which rely heavily on CGI and action, and have no replay value because they lack any character development or substance. Then you have the endless parade of Comic Book movies, that lack the drama or humor, or sometimes the substance that leads to replay value.
Star Wars has all of those things in it, and that is why I never tire of those original 3 movies. Maybe its just because CGI is too easy these days, and directors don't have to worry about the other stuff to get teenagers to plop down money for a movie, or maybe just Hollywood is out of ideas, but I rarely go to summer movies anymore simply because they lack many things that made Star Wars great.