Okay, I get you now. Maybe I shouldn't have said "major seller" because that brings to mind GTA or Halo levels of sales. I do think, however, that a Shenmue 3 made on a Yakuza 5 or Binary Domain budget would make profit. It would easily sell more than Binary Domain. Like Mademan said, if they market it right then they could have a success on their hands. Rerelease the first two on PSN/XBLA/WiiWare (or whatever Wii U has as a digital marketplace) and then make a big reveal at something like E3. Press conference not needed, do the booth reveal like the Danica Patrick ASRT car or invite journalists to a nearby movie theater where a trailer would be shown.
I really think that in this day and age, with online game sites and social networking, that word of Shenmue 3 would spread like wildfire. Free marketing right there. I know we would go all out, and I'm sure other sites would too. SEGA could be a bit more open with interviews and perhaps offer up exclusive reveals to the major gaming sites. And like I mentioned, release an episodic interview with Yu Suzuki, discussing the third game. Something like that would cost little to sit down and shoot, and could be released over time. StarWars.com is doing that with a George Lucas interview discussing Episode VII and people are going nuts each time one releases.
Once the game releases, perhaps offer up limited editions (fuck, I'd be all over that). Offer up a Phoenix Mirror replica, some art cards, a soundtrack CD and download codes for the first two games.
As for Sleeping Dogs, fun game but I will never ever pretend that a game is Shenmue. Shenmue is Shenmue. Sleeping Dogs is Sleeping Dogs.