More than just about any other game this game will be all about the story. If people really buzz about the story this game will open with modest sales, but it will have great legs. If the story is on the same level as the average action/adventure game story then Heavy Rain will achieve modest sales.
Personally I plan to treat this game like a TV series, one that I can get other family members who don't game at all engrossed in. I want this game to be a weekly "it's Heavy Rain night" game, at least for one play through. If I screw up too much and kill off more people than I want to I'll be playing through a second time, but I don't expect anyone to watch the "TV series" a second time. Or maybe I play through once first to see how the story is then get others in the family to watch the 2nd play through.
“The fundamental cause of the trouble is that in the modern world the stupid are cocksure while the intelligent are full of doubt.” - Bertrand Russell
"When the power of love overcomes the love of power, the world will know peace."
Jimi Hendrix