Trick r' Treat, if that is what is being announced, wouldn't bomb when you consider this, how simple the concept is, and how easily marketable it is.
It's celebrating Halloween, in it's own macabre and twisted way. And even if the General Public don't catch onto the character of Sam, they will catch the themes and nods to Halloween, and how it's culture fits for Halloween Horror Nights.
I think it's a win if that is happening, but who am I to say things..