Supposedly they did not make that much money. The merchandise was where most of the money came and Lucas had the control over that.The success of Star Wars certainly helped out Fox.
I don't know what is really true with the financial situation--I feel that it's a ponzi scheme or something--they never really run out of money or go bankrupt so I don't know.
I see the trends and what they are not making--there are aggressively avoiding any kind of traditional image or story form.
There's a big budget Mad Max spin-off coming-Furiosa? You just KNOW what they are going to do with it. Same with the Obi Wan Kenobi show. I joked to someone--that it would be about failure and other themes--and sure enough, the first dialogue you hear in the trailer is "we fought a war--we lost."
They need to channel this kind of spirit a little more: