The marketing, or how well the marketing was, I think, was where the controversy really stroke a chord.
The marketing for 18, was truly terrifying if you didn't know what it was for. And that I give them credit, but it took things to a level that was..rather unorthodox.
The only way I can see BM return, is if NBCU/Comcast settled with the holders of Bloody Mary, because if I'm not mistaken, it was a merch issue.
Either that, or they bought the merch rights.