Only morons play Marvel.
According to the trailer they stated "Downloadable characters" which leads me to believe that you have to pay for Jill / Shuma again, along with the $40 for the game itself, and the shadow battles that will follow. And the extra DLC characters you know they'll push out, who are most likely already completed on the disk. So you'll be shelling out an extra $70 for UMvC3 when you already paid $60 for MvC3 and $10 for the DLC characters. Only Capcom.