It did generate a lot of hoopla but Hasbro mismanaged it completly.
The first few waves of movie figures and first release of each movie mold was pretty successful and that includes non movie molds such as Swindle.
What is taking a lot of shelf space is the stuff nobody wanted such as senseless repaints, Cybertron repaints and other junk that for some reason Hasbro thought it would sell as good just because of the movie name attached.
Now this is costing them dearly (at least when it comes to Sydney) as it seems that nobody wants to restock on their newer and more expensively to develop toys until the movie remnants that are filled with stupid repaints.
What they should have done is either quit on the movie line while they were ahead or produced new molds if they were wanting the movie line to last this long.