-Rules: Maiden. So much to accomplish and really takes advantage of the variety of things to shoot for.
-Gameplay: Maiden. Orbit shots never get old. Batman 66 is a close second. I find them both more interesting to shoot than Elvira's layout, which is just missing something for me.
-Looks, Light-show, Toys: Batman 66. I'm not real big on 'toys', but I'd say Batman 66 has the most interesting features with the spinning area on the playfield and the crane. Appearance-wise, all three look great, but maybe Batman is the slight winner.
-Best (favorite) overall: Maiden, with Batman 66 a close 2nd. Elvira is a killer theme and arguably the best looking pin but they're all close as far as looks are concerned (I went with Batman in that category.) I just think the other two have much more going on. I will say however, the LCD animation on Maiden is my least favorite of the 3. Tie between Elvira and Batman in that regard. Can't beat those movie and TV clips.
Just an additional note, I think Deadpool's layout is better than all of these. But that theme does nothing for me.
Best of luck on your decision.