Batman vs Superman was supposed to be approaching $1billion at this point. After being out for three weeks, DC is unsure whether or not their highly anticipated film will reach that mark. After seeing a 69% drop off in ticket sales from opening weekend to the second week, it appears Batman vs Superman may not live up to expected revenues that DC was hoping for.
Lots of marketing went into Batman vs Superman prior to its release. The film was marketing and discussed heavily in hopes of creating a huge return at the box office. Opening weekend proved fans were willing to see it then. The following weekend proved negative reviews may have killed off interest from those sitting on the fence.
DC was shocked by negative reviews of the film. It was stated that the rough cut received a standing ovation by DC executives and a stand alone movie with Ben Affleck as Batman was put into plans as a result.
Days before the theatrical release was available to the public, negative reviews from critics started pouring in. Critics thought the film was complicated, Henry Cavill didn't play a convincing Superman, the movie was too long, and that the plot was complicated. It was apparent early on that negative reviews were starting to fill the Internet on what DC hoped to be a huge blockbuster and set the path for future films such as Wonder Woman, Justice League, and the stand alone Batman film that will be starring and directed by Affleck.
Did DC executives make a mistake by letting Zack Snyder direct the film? That is a question that has come up several times. Snyder can portray action on screen and has been known to make long films with complicated stories. A lot of his films have been said to be complicated and violent. One of the main criticisms for Snyder's Man of Steel was that it was too violent for what the Superman character represents.
Could DC have taken a more spread out approach like Marvel did? Seeing that Batman vs Superman may not reach the profits that Man of Steel did, this could very well be the case.
DC's main competitor, Marvel comics, took a more spread out approach to its film franchises with simpler stories and more films. Instead of trying to pack everything into one film, Marvel took several films such as Iron Man, Captain America: The First Avenger, Thor, and The Incredible Hulk to build up to first Avengers film.
By utilizing this method, Marvel didn't have to simply rely on one film to set the path for future movies. Story lines involving a smaller set of characters in each film could be focused on one at a time instead of trying to overload the characters into one big film. By the time Avengers came out, most fans who had seen the movies leading up to it were familiar with the characters, could understand what was going on, and set the path for future films.
Marvel was also very careful in choosing the directors for its films and minor characters became household names overnight. Director Jon Favreau's approach to the first two Iron Man films made the character an overnight sensation. Robert Downey Jr. was able to revive his career as a result of the success of the films. Joe Johnston, who previously directed the Disney superhero film The Rocketeer, was chosen to direct Captain America: The First Avenger due to his previous experience with working in the genre. Byran Singer has had success with the X-Men film franchise and was even able to take a complicated story with X-Men: Days of Futures Past and make it easy to follow.
Marvel has also been known to switch directors when needed. After using Ang Lee to direct 2003's Hulk starring Eric Bana, Marvel decided to change directors and reboot the franchise after Lee's film received negative reviews. Some say Marvel was not pleased with Lee's vision and the final product. When it came time to reintroduce the Hulk years later as an Avengers character, Marvel decided to reboot the franchise with a new director and Edward Norton as Bruce Banner. Norton would not go on to reprise the role in future films but the reboot revived the character.
Singer and Avengers director Joss Whedon have been known to spend lots of time working with other directors on how to incorporate different characters and stories into one film. By how complex the Avengers and X-Men movies were, Whedon and Singer spent numerous hours figuring out how to incorporate so much into one film. Lots of different elements were eventually used in their respective movies but both could create films with a story line that was easy to follow. Some have stated Batman vs Superman did not have an easy enough story to follow.
Weeks before Batman vs Superman hit theaters, Marvel released Deadpool. In a matter of weeks, Deadpool became one of the top grossing R-rated films of all time and was an overnight sensation. Marvel proved again it could take what was perceived as a minor character and make it a hit.
With any business, research and consulting is often done in order to compete in different markets, reach different audiences, and develop plans for generating revenue. Instead of consulting with outside sources, it appears DC may have tried to work on Batman vs Superman without much outside help. Other filmmakers outside of the Marvel franchise have created films with complicated stories and DC could have done some consulting on how to make Batman vs Superman an easier story to follow.
DC has also had experience with using directors who can make complicated films. Christopher Nolan is known for reviving the Batman franchise with the The Dark Knight saga. Some of Nolan's films outside of Batman have been known to be complicated but he has a way of telling the story so that it makes sense in the end. Nolan was one of the producers for Batman vs Superman and DC let Snyder have a lot of creative decisions with the film. Whether or not letting Nolan have more control would have made a difference, however, DC has his experience to use for future films.
DC is starting to hit the panic button and is committed to Snyder for future films. How the future films will pan out has yet to be seen. DC can't change what they did in the past but can change how they move forward.
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