130
Promotional partners around the world
Three years after Man of Steel, Warner broke its own house record: 130 partners worldwide, compared to around 100 in the first film. The most unlikely case on the list is Turkish Airlines, which had never worked with a Hollywood studio, paid for a Super Bowl commercial and bought TV, print, outdoor and digital in more than 40 markets. Doritos and Chrysler ran a global campaign, and the Jeep Renegade got a commercial featuring Ben Affleck dressed as Bruce Wayne.
Source: The Hollywood Reporter 03/27/2016
CONFIRMED US$ 46.4M
The American piece of the campaign
THR measured, with data from iSpot.tv, how much the campaign cost in the United States alone. It made about $28 million in national TV space, with 20 versions of the trailer shown 2,991 times since January 9, more than Star Wars: The Force Awakens had done. Adding the five co-branded commercials for Jeep, Dodge, General Mills and Turkish Airlines, which were worth US$18.5 million, and the toy ads, with another US$3.2 million, comes to US$46.4 million.
There is no public figure for how much the 130 partnerships in the world were worth. Warner sources told THR about US$150 to 160 million for the worldwide campaign, without official confirmation from the studio.
Source: The Hollywood Reporter 03/27/2016
PARTLY US$ 105.7M
The profit that Deadline calculated
In the 2016 Deadline tournament, Batman vs Superman appeared in 13th place among the most profitable films of the year, with US$105.7 million in net profit for Warner and a 1.18 return on cash. The model worked with a budget of US$260 million, opening of US$166 million and US$873 million in worldwide gross, US$95 million from China alone.
Source: Deadline 03/23/2017
CONFIRMED US$ 250M to 325M
The budget has three versions
Box Office Mojo's record says US$250 million budget and US$874.4 million at the global box office, with an opening of US$166 million in the United States. THR's own report warns that this US$250 million is already net of tax incentives and that sources spoke of US$325 million in gross cost. Deadline, in its profit model, used $260 million.
There are three numbers for the same film, and each one measures something different. None of them is true alone.
Source: Box Office Mojo 09/17/2026 / The Hollywood Reporter 03/27/2016 / Deadline 03/23/2017
PARTLY