Let''s be honest - if you're trying to look at Marvel movies as individual installments - you're utterly missing the point. I suspect you're the sort of person who, while selecting a computer, asks the sales associate what gauge typewriter ribbon this contraption will require. The strength of the Marvel U is the serial nature and continuity, something more traditional critics seem to balk at, continually expect to flounder, but then engage with once they get down to brass tacks in their discussion of the semi-annual Marvel release.
Captain America: Civil War (2016) is the culmination of the past decade's worth of Marvel studios box office success, tight narrative management, and editorial vision of a shared universe reflecting the best aspects of more than 50 years of Marvel comics.
I should point out right here that I still have not seen
Batman v. Superman, so I'll do my best not to make any comparisons between this film and one I haven't seen. It's not fair to either.
My relationship with the original
Civil War comics from Marvel is not a great one. I loved the art in the main series, but I didn't entirely buy either Cap or Tony suddenly coming to their respective positions, and due to events in recent
Captain America comics - Steve had unmasked on camera and said his name directly into a microphone as a sign of strength while confronting terrorists (it was just post 9/11) - I didn't really think it made sense for him to be the standard bearer in the comics for being anti-government management. After all, Steve has been roughly a government op for SHIELD since his return in the 64' era and getting his own title.
At the series' conclusion, it felt like they took dozens and dozens of comics, from the mini-series to the associated mini-series, to the in-continuity issue tie-in's, to tell a story which only really needed about 5-7 issues to tell. And, at the conclusion of that series, I dropped Marvel as a line, except for, I think,
Black Panther - which I only stuck with for a while longer, and then
Cap. They were headed into doing the same thing over again with another storyline (that Skrull dealy-o), and I just raised my hands and said "I can't afford this, and you need to do this better".
Thus, I was a bit skeptical when Marvel selected Civil War as the basis for its next storyline for Cap following
Winter Soldier. If I was cheered a bit, it was that I felt
Winter Soldier was an entirely new story using pieces of the comics (which I'd enjoyed terrifically), maintaining the central conflicts and many of the characters while telling an entirely different story.