Batman v Superman: Dawn of Justice is entering its third weekend at the box office a champ, but not one many people are praising. The movie is poised to score its third straight win, but because it's one of the most expensive films ever made, that isn't being celebrated very loudly at Warner Bros. The Studio is said to be happy. But not elated. When the smoke clears, it will become clear that Superman alone was more profitable.

Yes, that's right. Batman v Superman: Dawn of Justice is poised to turn a profit of $278 million for Warner Bros. This is only after all of the home video, TV and merchandise earnings are factored in. This estimate comes from SNL Kagan analyst Wade Holden courtesy of Bloomberg. Amazingly, this will be an estimated $300 million less than the studio earned from 2013's precursor to the DCEU Man of Steel.

It's clear that Warner Bros. and DC have a lot of footwork ahead of them in terms of getting their DCEU up to the levels Marvel and Disney are currently enjoying. Even though the movie featured its two title characters along with Wonder Woman, and to a lesser degree Aquaman, The Flash and Cyborg, that didn't seem to matter to audiences. Says Wade Holden.

"I'm sure that it's a bit of a disappointment. They were probably hoping for box-office numbers similar to 'Avengers: Age of Ultron,' since 'Batman v Superman' had DC's three most well-known comic book heroes together in the same movie."

Batman v Superman: Dawn of Justice is setting the stage for a number of superhero spinoffs as well as Justice League Part 1 and Justice League Part 2. The DC characters are very important to Warner Bros., and they have 11 more movies planned in this first stage of their new line-up, adding two more untitled films just this past week.

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Batman v Superman: Dawn of Justice wasn't a complete wash. It did manage to break a few box office records, and it become Warner Bros. second biggest debut of all time after Harry Potter and the Deathly Hallows - Part 2. It also became the top March weekend debut of all time, knocking the 2012 release The Hunger Games out of the way. Warner Bros. executives insist they are happy with the box office results. And they claim they wouldn't have announced those two additional DC movies if they felt there was a problem.

Batman v Superman: Dawn of Justice is just one of 50 or so movies to pass the $300 million mark at the domestic box office. Though, its unclear if it will be able to reach $1 billion worldwide. Time Warner Chief Executive Officer Jeff Bewkes believes 2016 will be turnaround year for the studio, especially after last year's disappointing line-up.

For Batman v Superman: Dawn of Justice to be as profitable as the much lower-budgeted Man of Steel or some of the very successful Marvel movies, it will have to gross at least $1.15 billion worldwide. And that's simply not happening. Avengers: Age of Ultron, which had its critics, was much more successful and it only reached $853 million.

Last weekend, Batman v Superman: Dawn of Justice experienced an incredibly low box office drop of 69%. Though, to be fair, it is not a summer release, and the movie did have to contend with kids being back in school. In its third week of release, the DC Comics adventure is expected to slide even further down the scale. It is predicted to only score $24 million in the U.S. over the course of the next three days. That will only bring its tally up to $297.2 million in the states. The movie is currently Rotten on TomatoMeter with 29%.

B. Alan Orange at Movieweb
B. Alan Orange