Disney ditching the strategy of smaller budget, adult films and going all franchise/tent pole is what led to a series of expensive box office bombs like John Carter, Lone Ranger, Nutcracker and the Four Realms, and more. Marvel has been propping up the studio division more than anything else since.
The Proposal (2009) was a Touchstone release and a box office smash, grossing over $300 million worldwide on a $40 million budget.
Iger looked at that and felt franchises were better because of sequel and merchandise potential...forgetting the need for movies to make back their money in ticket sales first.