I would say it was a failure because of 2 main reasons: and a future 3rd reason.
1. They made the Blu-steel DVD sized.
2. Since New moon wasn't that great of a movie, like Eclipse or Twilight was....I would say that Futureshop gave the fans what they wanted. The correct size and bundled it with New Moon for free. I guarantee that if Best buy did the same thing, it would have sold a lot better.
3. Would be, BB still does not learn from their major mistake and decided to make it G1 (DVD sized) once again pissing off fans of Blu-steel. So if it goes to Canada again, I can wait. I can't fit DVD size any longer. Made shelves that only sized for Blu-rays.