Yup, large end up.
And actually, there are many people here who don't lay them on their sides at lockdown, either. They keep them large end up in egg cartons, and hatch them that way.
I don't have any personal experience with it (though I'm sure others that do will chime in here!), but it's apparently quite a successful method for keeping the hatching mess down, and keeping the hatched chicks from mangling the unhatched eggs.