If you walked into ArcLight Cinemas in Sherman Oaks, Calif., on Friday looking for a movie to watch, you would have been greeted by a digital sign listing these offerings:

“Frozen II”

“Frozen II”

“Frozen II”

“Frozen II”

“Frozen II”

The 16-screen multiplex, located in suburban Los Angeles, offered 26 screenings of the Disney sequel on Friday, or about one every 30 minutes starting at 10 a.m. The ArcLight had other movies on offer, of course, including “21 Bridges,” a decently reviewed new crime drama starring Chadwick Boseman. But they were pushed to the edges. “21 Bridges” got five time slots.

“Frozen II” was expected to take in more than $100 million over the weekend in North America and will easily sell $1 billion in tickets worldwide by the end of its run, according to David A. Gross, who runs FranchiseRe, a movie consultancy. Disney also stands to make a killing on thousands of licensed products: Elsa satin nightgowns ($30), “super sparkly” lip gloss sets ($9), Olaf diamond pendants ($2,550).

In contrast, “21 Bridges,” released by STX Entertainment and independently financed for an estimated $33 million, was expected to collect about $12 million over its first three days in domestic theaters, a result that Mr. Gross said he would describe as “solid.” Total ticket sales in North America might reach $40 million. There is no related merch.

Now imagine that you are a studio chief trying to keep your job, and the only sure way to do that is to find the most profitable movies possible. Do you bet on a franchise film like “Frozen II” or go with an original drama like “21 Bridges”?