The box art is rubbish.
Forget shadows, colours, noir, all of that.
Apart from the words "Max Payne", is there anything at all to link it to, well, Max Payne? The character is unrecognisable from the first two games. The setting is unrecognisable (from what little indication of that that there is).
It reminds me FAR FAR more of Vice City than it does of Max Payne.
I don't mind that they've taken it in a new direction. But as it is, the box art does nothing to draw any links between the first two and this one, not one line of continuity whatsoever. Its therefore unlikely to grab casual buyers who happen to be fans of the first two.