Batman v Superman may have performed less than Warners hoped, but it still made a lot of money. I think plenty of people, myself included, expected it to join the billion dollar club simply because it had Batman and Superman in it. Ultimately what we're talking about is a fairly grim sequel to Man of Steel (not a massive money-maker either) in which Batman brands sex traffickers, Superman dies at the end, and the audience has to watch a 90 minute political thriller before they actually reach the fight scene they've bought the ticket for. I love the film and I've watched it numerous times, but it's not a fun, crowd-friendly kinda film, and it's unfair to expect it to appeal to the masses as much as, say, Civil War.