My understanding is that the rebrand will not mean Mattel is ONLY making movie figures, nor will it mean an overall change in release strategy. We'll just have different box-art and movie figures will be the majority of a wave (or the majority of a year's releases, I'm not sure). Not a lot different from how they handled the Netflix show merch.
I hear they're being more tentative with movie merch for this movie as the Revelation figures didn't sell gangbusters and all the unique merch for the Kids' Netflix show utterly tanked. Mattel is, apparently, open to the idea of less being more here and not doing a giant action figure blitz leading up to the release of the film.
Again, all to my understanding.