Personally I think that theres a hell of a lot more than just the movie to rake in the cash.

Toy stroy 3 is going to be a movie hit granted, but just think of all the other merchandise than the cinema, Blue Rays, DVD's, Toys, associated branding (such as on soft drinks, breakfast cereal etc) thats where the money comes in now.

Then again a good film (or a hit if you would) will still gross in the market and give a profit on the stubs.