That's a ridiculous argument, firstly it assumes that there is only one way to build a movie franchise. Secondly you set up the movies as no win for DC, you criticize them for not doing the same as Marvel but if they had done you be criticizing for just copying Marvel
Just out of interest when did Marvel release the Star Lord, Rocket Raccoon, Groot, Drax & Gamora movies? I must have missed those.
It has nothing to do with there only being one way to build a franchise. It has everything to do with DC trying to play catch-up and claim success that Marvel has trailblazed for. Getting the audience to care about individual characters is a powerful and intelligent marketing strategy that Marvel followed, building hype individually for Iron Man and Captain America and Thor and Hulk (sort of, poor guy's movies don't work out well) before dropping the big gun of Iron man AND Captain America AND Thor AND Hulk with guest stars Black Widow and Hawkeye. Plus, doing it that way allowed them to, if one of the team members turned out to be a flop, just cut them from the eventual lineup or reduce them to a cameo somehow.
There was no Star Lord movie because, until July 2014, there was no Star Lord comic - who knows, maybe he'll get one down the line now that he has proven his draw power. The individual Guardians aren't franchises with the weight to support a movie in the first place, but that shows you've missed the point. DC is trying to both play follow-the-leader and not play follow-the-leader at the same time, by releasing their team-up movie before their solo films. If they would pick one instead of trying to ride the fence, I wouldn't be criticizing them at all - doing what works is unfortunately one of the smarter things Hollywood tends to do, even when that creates nine million remakes and reboots of franchises. Instead of Marvel's strategy of making the audience care about their characters, they are relying purely on brand name recognition with Superman AND Batman AND Wonder Woman and expecting Dawn of Justice to be simultaneously
A) a sequel to Man of Steel,
B) an intro movie to yet another Batman, he of the infinite reboots
C) an intro to Wonder Woman before her own solo film
D) A good movie in its own right.
I don't think Snyder made all the right choices in MoS - Gritty Superman is not at all my flavor - but it's a competently made movie. I'm much less sanguine about his ability to make a good movie that balances screen time and writing for three big-name heavyweight heroes instead of one, and whose failure will send DC's plans toppling like a house of dominoes. If AffBats can't pull off the role, for instance, it hurts DoJ and also cripples the new Batman franchise before it even gets off the ground.
You are free to like DC, which you apparently do. But their whole DCCU strategy, as it has been revealed to the public, stinks all over of playing catch-up to the MCU. It's disorganized and seems to run entirely on 'it worked for Marvel, let's do it too' while also going 'let's do our own thing instead of just copying Marvel'. They need to pick one or else they're going to get neither.