Each pinball company has personnel dedicated to licensing and market studies. So just picking a theme off the wall isn't going to do much.
Each company is probably approached by random people with various ideas just about every week, so you would need to really do something extraordinary to rise above not only that flood of people, but also what their own internal designers can do.
Archer (and subsequently Iron Maiden) and TNA succeeded because they were ultimately passion projects that an incredible amount of creativity and new ideas went into, and went above and beyond what some of the internal company designers were working on. Plus there was some luck involved due to visibility and timing.
Like in music, there's always a chance to make a hit, but don't be too disappointed if it doesn't happen.
Make the game that you want to make and would enjoy making (and playing), and not necessarily something intended to be shopped around. You will likely be spending an untold number of hours on it, so banking on a reward that probably won't be coming likely isn't the best plan.