They're front and center, getting the most emphasis in marketing. As a fan or even a casual HHN consumer, you have to seek out the original stuff (icons, original houses). The IPs seek you out through billboards, print ads, digital ads, TV commercials, and so on.
Universal is trying to push Ghostbusters, A Quiet Place, and Insidious as their heavyweights. The problem is we've seen Ghostbusters and Insidious before; Ghostbusters is tied to a movie that did fine but didn't set the world on fire (though I'm personally intrigued by the house), while Insidious feels a bit old hat despite getting a sequel with the original stars last year.
A Quiet Place, try as Paramount might, just isn't taking as a broader franchise that sells merch and supports numerous derivative works. It does well at the box office (Day One did great!), but that's about it.
It's quite the whiplash coming from last year's heavyweights -- The Last of Us, Chucky, and Stranger Things 4. Five Nights, for all the talk of its demographic, would've changed the conversation around this year in a major way.