That ploy certainly worked on me. I think I bought 'Bitches Brew' back in about '74 after seeing that great Mati Klarwein cover in the racks and being totally intrigued. Found the music totally bemusing at first listen but it's greatness was apparent from first spin.
Miles certainly has a huge profile with the media. Check out BBC4, who regularly run an animated trailer promoting their arts coverage. Very prominent in this is a snippet of Miles film taken from the Robert Herridge TV show recorded with Gil Evans. Even 10-15 years ago, the prominence of such a jazz figure would have been most improbable. For many of the UK public, jazz these days equates to Miles (and to a lesser extent I guess with Coltrane), just as it already did to Louis and the Duke. Totally justified, in my opinion.