Marvel & DC Make Misstep With "Whose Team" Campaigns

Batman vs Superman. Captain America vs Iron Man. Those are the themes of two of the most highly anticipated blockbusters of the 2016. But are they really?

As we know through the trailers for DC's 'Batman v Superman', the World's Finest will encounter each other at least twice in costumed fisticuffs and the end result will likely be both heroes acquiring one decisive win each and a likely third encounter will be interrupted by Doomsday showing up and Wonder Woman corralling the two icons into helping take down the immanent threat.

In Marvel Studios 'Captain America: Civil War' fans will see an loose adaptation of the Mark Millar's event from 2005 by the same name. This will see squads of heroes taking sides after the introduction of the Sokovia Accords. Cap will side against the Accords and Iron Man will be pro-Accords. This will likely see several encounters where both sides of the fight take a decided victory and send the others into retreat. After a couple of altercations, a larger-more imposing threat- will likely see both sides set aside their differences and work together to take down the big bad (likely Baron Zemo).

Now how we get to these points is the bigger story and one I cannot wait to see. But the advertising campaigns have taken to the general public as a more straight up mano-a-mano kind of movie. But we know-especially in the case of BvS- that the heroes will not be enemies the entire movie. This kind of crusade asking fans to take a side is a simple and childish way to get the general public excited for these movies in a "my dad could beat up your dad" kind of way.

I have no real alternative ideas for this sort of advertising. However, I do feel insulted and annoyed by the studios attempts to get me to choose a "side" for their movies.

If that were the case, I'd have to argue in the case of 'Civil War', it's a Captain America movie. So obviously Cap is in the right. He's the main character. He is the one the audience is supposed to resonate with throughout the movie. So asking me who I am rooting for in this movie should answer itself by the fact that I'm there to see a Captain America movie.

'Batman v Superman' is a slightly grayer area. On one hand, you have Batman: DC's cash cow. Throw Batman into something and you're pretty much guaranteeing a $400 million box office smash. Even the most reviled Batman movies have made substantial profits and DC has put a lot of effort to ensure that fans will be at this movie by adapting this Batman-and parts of the BvS story- to resemble Frank Miller's elder Batman from his critically acclaimed 'The Dark Knight Returns'. However, from what's been divulged about this new Batman (or Batfleck) is that he is much more brutal and seems to revel in the pain he inflicts on his victims. While his secret identity of Bruce Wayne appears to be acting out on his playboy persona, drinking excessively and enjoying the company of many women.

On the other hand you have Henry Cavil and Zack Snyder's Superman. A newish ("newish" because by the time BvS hits theaters, we can assume he's been Superman-ing for about three years in the DCEU timeline) Supes who helped decimate Metropolis while trying to save the Earth from General Zod and his minions. He's a divisive symbol who is trying to do good. But many- fans and citizens within the fictional universe- don't trust him due to his actions during Zod's attack. In a perfect world, Superman represents a symbol for what humanity can achieve if they put their differences aside and worked together for a better world. But that message was lost among the destruction and neck snapping Supey did in 2013's 'Man of Steel'.

The point being, neither big screen hero seems to be one to "root" for. In this election, I choose the write-in option and pick Wonder Woman. Gal Gadot's on-screen Amazon looks wonderful in costume and seems to be more than capable of handling herself.

Overall, these campaigns aren't going to take away from the enjoyment of their respective movies. But the idea of "choosing a side" seems to be taking away from the enjoyment of the experience. If I were to choose team Iron Man, I will probably be disappointed in the lack of screen time that side gets throughout the movie. The same could be said for 'Batman v Superman' which has been stated to focus much more heavily on introducing and building Batman/Bruce Wayne over Superman/Clark Kent. My takeaway from these advertising spectacles is to just ignore them and enjoy the movies for what the experience offers and not what the commercials are trying to get me to think.

How about you, dear reader? Are you taking sides? Why do you feel that the "Versus" campaign is successful? Or are you like me and feel like the idea is a bit juvenile? Feel free to comment.