TL;DR - I expect media and fans to play up the battle, I expect Warner and marketing partners to promote the heroes across the board rather than pit them against each other.
I'm calling it now - as part of the onslaught of marketing we're to get for this film (particularly once we hit January 2016), WB are going to do a #ChooseYourSide bit of social media campaigning. You know, something along the lines of "Are you #TeamBatman or #TeamSuperman?". With a title like "Batman v. Superman" you almost have to do something like that in this day and age of film marketing.
I agree that they thought about it and were planning to do it (I can't look it up now, but early on there were domain registrations that were clearly geared towards that kind of campaign)... however, I think if they've done any focus group testing whatsoever they know this would be a bad thing.
TotalFilm (who are huge MOS fans by the way) started to poll celebrities about Batman or Superman and when the blow-out was obvious, they sort of gave up and stopped asking:
https://www.youtube.com/watch?v=ul3T3VuoJgQ
https://www.youtube.com/watch?v=XItg6u5KfoA
I genuinely believe that BvS is somewhere around 50% a Superman vehicle, 20% a Batman vehicle, and 30% a DCCU / Justice League setup. The problem with making the audience vote and pick a team is that once people are confronted with that, they stubbornly lock in and refuse to back down from their position. If you make them vote and 90% go into the film for Team Batman, you're priming them to be pissed at a mostly Superman / DCCU film with Batman in it (maybe; do it right, you can do a lot with a little, steal scenes and capture hearts without being the story's focus).
Not that is going to stop everyone ELSE in entertainment media from pitting the two against one another, but I don't think the WB is going to
directly do it. From a marketing partner perspective, I'm not sure playing up the teams necessarily works either. It depends on which market force is stronger:
- Making people want to buy into one team in derogation of another
- Making people want to buy the same product repeatedly to collect them all
Right? Like, if I'm 7-Eleven... do I want people to "cast their votes" by buying special Team Batman cups to "outvote" Superman... or do I want people to "collect them all" and buy three cups for each trinity member / cameo?