The JESSICA JONES trailers struck me as trailers aimed specifically at the fans. People who already know who this character is. And you know, that's okay -- if the show is meant for that precise demographic, then the trailers are just about right. As for being successful? If the show is aimed at a small audience, then it's presumably budgeted so that the cost of making it is below the amount of revenue it will draw from that small audience.
I've had some issues with Marvel movies. I loved IRON MAN, INCREDIBLE HULK and THOR, but IRON MAN II and CAPTAIN AMERICA: THE FIRST AVENGER were weak films that led to the also-weak AVENGERS and the very weak first season of AGENTS OF SHIELD. However, one thing that these projects all handled very well was budget and market research. Marvel Studios had a pretty clear idea of who would be interested in seeing these projects and how much money they were likely to make. They then made sure to spend just the right amount so that even a modest success would turn a profit.
I thought IRON MAN III, CAP II, THOR II, DAREDEVIL and the second season of AGENTS were very strong, and I felt a huge part of that was also the creators handling budget constraints more effectively than AVENGERS (where most of the movie was set on the Helicarrier). Marvel Studios has, traditionally, been very good at making sure their costs don't exceed their earnings. I'm sure JESSICA JONES, a low-budget Netflix series, will be handled just as well.
That said, I'm not sure how true that will be for future projects. One of the main forces behind avoiding wasteful spending was Ike Perlmutter, the reclusive CEO of Marvel Entertainment. He had a lot of wise and brilliant business approaches to filmmaking. Filming schedules, locations, scripts, cast availability and budgets were meticulously and obsessively timed and organized. Most Hollywood blockbusters waste millions of dollars due to poor planning that has actors sitting around paid but not working because sets and props aren't ready, location filming that turns out to be unnecessary, special effects sequences that are bought and not used, etc..
Perlmutter's fastidious business sense avoided most of that. Actors were paid sensible figures for their initial films, in the $500,000 to $2 million range, although the success of the earlier films meant increases for the sequels. Inexpensive but talented directors were chosen like Shane Black for IRON MAN III and the Russo brothers from COMMUNITY for CAP II and Alan Taylor from GAME OF THRONES for THOR II. Actors were not given endless luxuries; they were not given vast expense accounts or free airline travel for their entourages. Journalists were only allowed one soda each at press junkets.
Unfortunately, Perlmutter was also a crazy ****ing lunatic who was sexist, racist, homophobic and hateful towards his employees. It's one thing to handle money this way; something else to handle people and talent in precisely the same manner. Perlmutter's downfall came when Downey Jr. expressed his interest in starring in CAPTAIN AMERICA III in a larger role. Perlmutter considered this Downey Jr. trying to grab more money. Arguably true, but surely if it wasn't financially sound, Downey Jr. could have been politely told, "Thanks, but no thanks." Instead, Perlmutter vindictively sought to have Downey Jr. written out of the CAP3 script entirely and this led to Perlmutter being removed from Marvel movies.
I honestly don't know if it's a good thing. The past years have seen increasingly foolish and idiotic studio behaviour where studios vastly overestimate the audience for their films and spend far more money than they can expect to earn back. (The stated budgets of these films are pretty meaningless because there's apparently additional preparatory and marketing costs that don't show up in the IMDB budget pages.) Look at JOHN CARTER or TOMORROWLAND or TERMINATOR GENISYS or anything directed in the last decade by the Wachowskis.
GENISYS is the perfect example of this poor thinking. Would anyone expect a TERMINATOR movie to earn more than $200 million worldwide? It's a 1984 franchise that hasn't been relevant since 1991. The films are aimed at people who saw and loved the 1984 and 1991 films. It's not a huge audience, and the time travel and continuity make it a tough sell to a general audience. So, to spend a huge sum on such a film would be foolish; any TERMINATOR film should be at most a $50 million dollar film. Paramount spent -- well, I don't know how much they spent, but GENISYS earned $440 million worldwide and yet is considered a failure with its sequels cancelled, which means they really shouldn't have made the movie for however much they invested.
MAN OF STEEL earned close to $700 million and is also considered by Warner Bros. to be a non-success -- in that they didn't make as much of a profit as they'd hoped. That's why MAN OF STEEL II became a BATMAN & SUPERMAN film; that's why there are no standalone Superman films planned. And to me, that's just ridiculously poor mathematics; if summer action films are earning hundreds of millions and their planned sequels are being cancelled, then too much is being spent to make them.
As I said, Marvel has been good at avoiding this silliness, but they have stumbled into it with AGE OF ULTRON, which earned $1.4 billion and is considered a disappointment at Disney. Not because they lost money, but because they didn't earn as much as they'd hoped -- which means they probably shouldn't have spent as much as they did.
But I think JESSICA JONES, being a smaller-scale project, is safe from such things.