I feel that moving from Halloween wasn't a bad choice as they wouldn't be able to escape from comparisons to Alan Wake II and remain in its shadow. The same month also had Spider-Man 2, Assassin's Creed: Mirage, Super Mario Wonder, Lords of the Fallen, City Skylines 2, Dave the Diver, Total War: Pharaoh and MGS: Master Collection among many others. Plenty of games to pick on various platforms. Few of them were also buggy messes (City Skylines 2, Total War: Pharaoh) or had some controversies (MGS Master Collection), so AitD would most likely be remembered as one of October's flops (looking at its state at launch), buried under the pile of so many games
Survival-horrors as a genre unfortunately doesn't have that mass appeal beyond Resident Evil franchise. Alan Wake II still isn't profitable, EA shelved Dead Space after remake underperformed in sales, Microsoft closed Tango Gameworks aka creator of The Evil Within games, etc. I think Embracer and Pieces made a huge mistake of investing in Hollywood stars to voice this game. It was supposed to draw more people in, but ultimately I think sales would be similar if they would use lesser known voice actors and budget would be much smaller, so being profitable would probably be much more achievable. Other thing they fucked up was that awful Prologue demo. It's cool they tried to honor the older standalone game with making it about Grace Saunders, but demo is supposed to give you a better indication of what this game will be about and how it plays. They didn't made a good job with it, which I feel might have discouraged some people who would be eager to give it a chance if that demo wouldn't be a 15 minute long walking sim