Pretty much any long strategy fails when the stock goes down and works when the stock goes up .
I bought Jan 2015 300's back when we were talking about the LEAPS strategy. They're still about 1/2 value even after today, which seems a little odd because I thought I bought them back when the stock was about the price it is now and thus the time decay seems overly large. Must be my memory is faulty, I'll have to go look up exactly when I bought. I'm right about that 6 months from expiration point where you're supposed to roll forward, so I'm hoping this run continues (perhaps prompted by other news, like the Gigafactory) and I can break even and roll into 2017 LEAPS
IV is running very low currently at 43 - it peaked at ER last May at 138;
If IV was 138 today, those J15 $300s would be worth 6x the value you see right now ($66 vs $11). The spike in IV was typically short- so doubtful you bought at the peak-
unless you believe TSLA is going down significantly- my advice is to hold for ER before rolling; when rolling around the ER period be very careful of the IV values- If the TSLA underlying has priced in the ER, it's often advantageous to time delay the roll. Sell into, then hold for IV to come in for the buy or at least do it in phases. IV is an important factor when buying or rolling around ER spikes of IV