Hasbro will want to spit out more movies as quickly as possible... as I think they are probably generating more profit (and income) from the movies now than the toys. (in the past, the TFs cartoons that sell toylines were probably not expected to make any money, as the toys were their primary revenue source... but now with the Hub and their partnership with Paramount & Marvel, revenue from non-toy sources must be pretty significant now)

It could also be why they aren't as fussed about getting the rest of the DotM Cast character toys out to stores, because the toys are now the gravy (instead of the other way around with the cartoons).
But seriously, Hasbro Head Office must be employing monkeys these days - they should have had the new characters out in the first waves, instead of "new" moulds of the characters that haven't changed over the last 2-4 years. It's no wonder their sales dropped with this movie, with kids who already have the character toys from last year, wanting to buy a new character instead this year.
By the time Mirage, Soundwave, Wheeljack and even Dlx Leadfoot are released, the DVD might help move them, but the main surge of interest is now long gone.