why it wont do well and they will take a $loss

Unfortunately, the average American has no cultural substance or interests in literary arts (or most arts really)today. Ask 100 random people in their 20's or 30's or even 40's to name 3 of Hemingway's works; ask them, + or - 20 years, what decade was it when he was writing his books. 10% might know. Ask them any question about Batman or Superman or X-Men and you will have an expert on your hands.
Hmmmm lets see, looks like they have both Papa Hemingway in Cuba and Batman v Superman starting at 8:00......which one should we see...LOL!