This has to be considered a (minor) failure for Warner Bros. Yes, it will still be profitable, but consider the marketing campaign. I don't care about the costs, just the sheer scale of it:
3 full Comic-Cons basically dedicated just to this,
2 years of social marketing, with the Batman/Batmobile and other teases happening as early as May 2014,
A full year of marketing, with an almost unprecedented four full trailers,
All of the partners they had spreading the good word, and boy there were plenty. BvS was all over the place.
And the appeal of having DC's main three heroes in a single film for the first time,
... for the film to be (potentially) sinking like a rock, after that front-loaded first 48 hours, is awful.
Maybe Warner Bros was banking on China. Well, I heard it busted over there.
Zack Snyder needs to be removed.