Daredevil: Born Again, the new Marvel show on Disney+, has violated a major rule established by Disney's Chief Creative Officer, Kevin Feige, that even R-rated Deadpool & Wolverine had followed.
The rule does not allow the use of cocaine in Marvel Cinematic Universe (MCU) productions. Deadpool & Wolverine playfully alluded to this ban, but Daredevil: Born Again explicitly included cocaine in its third episode. This is a notable departure from Disney's generally strict content policies, even for its more adult endeavors.
The "no cocaine" rule in Marvel Productions
Kevin Feige instated the "no cocaine" rule while making Deadpool & Wolverine. Though Disney did permit the movie to keep its R rating with explicit language and graphic violence, Feige asked specifically that drug use, specifically cocaine, be left out.
Director Shawn Levy says this was done early in development and was a joke running throughout the film. For instance, Deadpool makes a humorous comment about the ban during a moment when his roommate Blind Al invites him to use cocaine. He turns it down, referencing Feige's mandate, and recites some of the slang terms for the drug in the comedic exchange.
This ban was Disney's effort to maintain its family brand alongside the darker tone of holdings such as Deadpool. While breaking boundaries elsewhere, drug use was a step too far.
How Deadpool & Wolverine handled the rule
Deadpool & Wolverine, which came out in 2024, accepted its R rating while honoring Feige's "no cocaine" decree. The movie cleverly made this restriction into a joke by breaking the fourth wall. Deadpool explicitly mentions Feige's ban in a birthday party scene where Blind Al attempts to convince him to use cocaine. The dialogue satirizes Disney's control while remaining within its limits.
This innovative solution enabled Deadpool & Wolverine to keep its irreverent tone without breaking Disney's content guidelines. It also highlighted Deadpool's meta-humor by recognizing the limitations set by Marvel Studios.
Why Daredevil: Born Again broke the rule
As opposed to Deadpool & Wolverine, Daredevil: Born Again explicitly showed cocaine use in its third episode. Unlike the humorous references in Deadpool, this was a serious and narrative-important depiction. The scene was related to criminal acts and emphasized darker elements typical of Daredevil's gritty storytelling style.
This move is a dramatic change for Marvel under Disney's wing. Though Daredevil: Born Again is targeted towards a mature audience and continues Netflix's darker take on Daredevil, it is still within the framework of the MCU. By defying Feige's rule, the show takes risks further than any other MCU endeavor.
The addition of cocaine use might be an indicator of Marvel's desire to approach more mature subject matter as part of its larger initiative to expand content on Disney+. It is also a topic of concern about content consistency across MCU initiatives.
Implications for Marvel and Disney
The inclusion of cocaine use in Daredevil: Born Again may be an indication that Disney is changing its strategy for mature content in the MCU. Deadpool & Wolverine followed Feige's guidelines even with its R rating, but Daredevil's departure indicates that Marvel is experimenting with new boundaries for storytelling on Disney+.
This is consistent with the current trend on streaming platforms embracing darker stories to appeal to various fans. Yet, it also threatens to turn off those used to Disney's traditionally wholesome image. The audience's and critics' responses will determine the basis for future content limits within the MCU.
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Daredevil: Born Again is now streaming on Disney+.
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