Those are good examples - the Dr. Who game recently was especially aimed at new gamers.
One thing that it needs to work in RPGs is that it has to be *good*. I don't need your specially produced version of Avatar, the RPG. I could reskin 4e, or use Savage Worlds, or any other assortment of game to get the experience. Now if you want to sell me a good looking book with a great system then I might be into it, but I don't need your product.
Personally, I dislike the Cortex system. I love Supernatural, the TV show. So I passed on the licensed product and run Hunter: The Vigil with a few changes and it feels like Sam & Dean the RPG with rules I like.
Again, this is because gaming is a hobby, not an entertainment medium. You aren't giving us pre-constructed mediums, you're giving us tools to create our own. If the property you're pushing doesn't have great tools, we'll use our own.
And tell you about your epic failure. Probably with profanity.