It's possible to turn things around. Unlikely, but possible. Fighting games have always been driven by word of mouth - Marvel in particular. They're probably going to miss out an incredible amount on the casual player numbers unfortunately, especially
since they were catering to them in the first place with some of these roster pick priorities and the story mode. That was squandered marketing. There was only really one good trailer for the game, and that's the
final story trailer (in it's defense, it DOES have 8M views on YouTube - but considering the like/dislikes on it I'm wondering how much of it is inflated).
MvCI really needed a
"Rise Up" marketing approach. Even UMvC3 had a tangible feel to it's marketing, no doubt carried by it's presentation. There's so much energy to this game and yet they kinda just threw caution to the wind.
That said turning it around is going to require an incredibly aggressive approach that I'm not sure Capcom has the energy for any more. The only solace I can take in MvCI's performance is that it looks modestly budgeted in spite of Capcom's inflated sales expectations, and if they can push SFV's ongoing development not just from it's performance but the entire esports angle then
maybe MvCI can live for the next 2 years with content and revenue contingent on the competitive scene. But that's not something you want to rely on too hard.