Personally, I like the movie toys a lot, much more than I was expecting to, honestly.
Leader Optimus is a fantastic figure - it strikes an amazing balance between gorgeous aesthetics and great playability. He's an amazing toy.
Some of the best surprises in the line have come from the toys I had very low expectations for. For example, I wasn't initially planning to buy Deluxe Scorponok, but I picked him up on a whim since he was the only non-protoform on the shelves a few weeks ago. I was pleasantly surprised at just how much fun he was to play with - the figure really sparks the imagination.
Perhaps the most impressive aspect of the movie toyline are the FABs. I wasn't planning on picking up ANY of these, with the possible exception of Starscream because he's kinda "cute." I ended up grabbing FAB Ratchet, Ironhide and Brawl in addition to Starscream because they looked really good in the package. They're even better out - in my opinion, the FABs have the best automorph features of the entire line. Starscream and Ratchet especially are an absolute joy to transform. The FABs are more articulated than I expected (though still more limited than the Deluxes) and overall very solid, fun toys - both to play with and to display.
The Deluxes and Voyagers are quite good - very good for what they are - but I think I've been a bit spoiled by the Alternators/Binaltech line. Still, the movie deluxes are half the price that Alts were at retail, and they're more than half as good - so I'm pleased with them.
Alternators/Binaltech is still my favorite line. It's kind of comparing apples to oranges, but when weighing all the factors (price, availability, aesthetics, playability) the movie line is in a tight race for second place with the Masterpiece collection.
Packaging is pretty good. Doesn't push the envelope of annoying twisty ties too badly. Bios are OK. Best part is the render/painting of the characters face on the front (the full shots on the FABs are pretty cool too).
My Rankings of the Movie Toys (I don't have all the ones I plan to get yet, so this is purely my personal opinion based on my current collection):
Best:
Leader Optimus - He's all kinds of pwnage.
Excellent:
Voyager Ratchet - Large and in Charge
Voyager Ironhide - Excellent detail and near alternator transformation
Deluxe Bumblebee '74 Cam
aro - great articulation and poseability
Deluxe Wreckage - Sick weaponry, great poseability
FAB Ratchet - fun fun fun to transform
FAB Starscream - great transformation, and... very cute
Real Gear Laserbeak - I'm not going to call him Booster X10. You can't make me.
Very Good:
Voyager Blackout - finicky automorph and ginormous back kibble are not nearly as disappointing as the fact that he's not Leader or Supreme size - still, very very good.
Deluxe Barricade - limited poseability keeps him out of the excellent category, but just barely.
Deluxe Bonecrusher - cool transformation, fun gimmicks, lots of personality. I wish the fingers moved though.
FAB Ironhide - surprisingly consistent with the Voyager aesthetic, fun to transform
Real Gear Speed Dial 800 - it helps that he greatly resembles my actual cell phone.
Real Gear Power Up VT6 - cool automorph feature, reminiscent of
G1 Soundwave and moving D-Pad and buttons make him full of win.
Good:
Deluxe Brawl - the infamous shoulder-peg issue edges him out of "Very Good" classification.
Deluxe Jazz - close to greatness, but just enough minor disappointments (arms, chunkiness, weapon not incorporated into alt mode) to limit him to "Good" status
Deluxe Scorponok - Surprisingly fun and immanently worth it. Combining with Blackout makes them both better.
FAB Brawl - YMMV but mine has some loose joints - also part of his transformation involves removing and reattaching the upper turret. I'm against part-forming on principle.
Real Gear Zoom Out 25x - they don't even have camcorders this small in Japan.
Real Gear Longview - I'm "meh" on the alt mode, but bot mode is easily the best of the Real Gears - well, except for Laserbeak.
Scout Arcee - Gigantor energon weapons hold her back, as do the flipper hands, but she's still pretty kewel.
Protoform Optimus Prime - supremely poseable and very recognizable as Ops. But he's still a space turd.
Merely OK:
Deluxe Swindle - Bot mode is really good if you can get past the head and the somewhat limited arm articulation. Car mode... could be better.
Protoform Starscream - despite the nods to
G1, his poseability could be better and... he's a space turd.
Looking Forward to:
Leader Class Megatron
Leader Class Brawl
Voyager Starscream
Voyager Optimus Prime
Voyager Megatron
Deluxe Bumblebee '08 Cam
aro
Deluxe Arcee
Deluxe Dreadwing (iffy - but I like jets)
Spyshot 6
FAB Blackout
FAB Barricade
FAB Frenzy
Maybes:
FAB Megatron
FAB Bumblebee
Avoiding:
FAB Optimus
Movie Legends (although I may come around)
Cyber Slammers