The release of Paranormal Activity: The Marked Ones represents a pretty significant risk for Paramount. For starters, this is the first entry not to release around Halloween, which is in and of itself a departure. Moreover, this is the first spin-off entry in the series, one that follows similar themes, and ties into the overarching narrative, but is focused on completely unrelated characters.
That said, the doldrums of January are typically quite accommodating to the horror genre, so it's entirely possible that the franchise, which has stumbled as of late, regains its footing with this entry. At the same time, this could be a Book of Shadows: Blair Witch 2 situation, where the franchise goes almost completely off the reservation.