Optimism around insurance stocks reflected in their stock prices was all about larger volumes making up for smaller margins and lower risk, there is no tricky misdirection going on here. That is "all you need to know about this story".
In many cases, any licensing income is earned by a separate but related company that paid the SPHC for the rights to re-license the film (but usually the distributor also acquires licensing rights). The SPHC is generally a profit-participant in the licensing company, but its share of the licensing profits usually varies based on industry politics (i.e., leverage).
A-listers with sufficient leverage and competent representation can sometimes participate in the profits...of the distributor. It's not enough to get gross profits since gross profits take into account COGS/COSS. What you really want is "first-dollar gross", meaning "gross income" before distributor expenses.
For example, say, "Gravity 2" makes $100m at the box office. That $100m is first-dollar gross. If WarnerBro's COGS were $80m, gross profits were only $20m. If Sandra's share of profits was 1% of first-dollar gross, she's looking at $1m; but if she only had a gross-profits participation, she's looking at only $200k. If Sandra was a net profit participant, she wouldn't make anything at all since Gravity Special Purpose Movie-Making Entity has an $X million dollar loss related to production expenses for making the movie and the distribution expenses WarnerBros is expensing to it.
[source: I do this. But not for WarnerBros or Gravity, those are just examples that are easily Googled if you want to follow up with your own research.]
So I suppose one answer is to have good negotiating position.
ACA insurance profit are loss are similar. With enough creative accounting the business could be made unprofitable to squeeze concessions from the Obama administration.
Look at all the major insurers stock price since Obamacare began. That will tell you all you need to know about this story. If you think they are making all that money because the non-ACA health insurance business suddenly got real good, I have a bridge to sell you.