Depends - a hefty, plot-driving role would be good for exposure. A weak "hostage" role, or tiny cameo, probably hurts. As ever, we're down to execution!
Also, I'm torn - I've always thought there was a case to really push the Owls/Dick connection, although it's been tried a *lot* and never really worked. A hugely successful game that makes that establishes that connection in the mind of a wider audience might be good - on the other hand, it's a *Batman* game. And solidifying the Owl/Dick connection in a game where the Owls are Bruce's nemeses just brings us back to square one.