The Introduction of Marvel’s No Asshole Policy for Recasting a Controversial Avenger

Marvel Studios has implemented a “no assh*le policy”for its movies, which was put in place after the studio replaced one of its original Avengers due to a disagreement in creative vision.

Following the release of Iron Man, the MCU introduced its next Avenger, The Incredible Hulk, portrayed by Edward Norton in the 2008 film.

Despite being the lowest-grossing movie in the series prior to The Marvels, it was not well-received upon its initial release. It holds a 67% critic score on Rotten Tomatoes and a 69% audience rating.

Four years later, Mark Ruffalo portrayed Bruce Banner’s return in The Avengers.

Edward Norton as Bruce Banner in The Incredible Hulk — Marvel Studios

The book, MCU: The Reign of Marvel Studios, documents the studio’s experience throughout the Infinity Saga and sheds light on the tumultuous production of The Incredible Hulk.

According to the source, a highly anticipated movie was on the verge of collapse, putting not only the summer box office earnings at risk, but also the success of a studio trying to establish itself.

“While it is often recommended for newcomers to the MCU to skip, this movie also served as a valuable early lesson for Marvel Studios on the boundaries of collaboration.”

The Hulk in The Incredible Hulk — Marvel Studios

Norton was constantly making changes to Zak Penn’s script and advocating for a Dark Knight-inspired direction for the character. In an interview with The New York Times, he explained that he had a two-film plan in mind, with the first film focusing on the origin story and the second exploring the concept of Hulk as a conscious dreamer who can control his powers.

“Initially, they seemed enthusiastic and said, ‘That’s what we want!’ However, it ended up not being what they truly desired. Despite that, I thoroughly enjoyed the experience and had a great connection with Kevin Feige.”

While the statement may be open to interpretation, Feige previously stated that the choice to replace Norton was not driven by financial considerations. Rather, it was motivated by the desire for an actor who shared the same imaginative and collaborative energy as the rest of the talented cast.

The book states that Norton, as well as Joss Whedon, is effectively barred from making a comeback to the MCU.

One Marvel performer, who preferred to remain anonymous, stated, “Our movies have a strict no-assh*ole policy.”Craig Kyle, a producer at the studio, also expressed approval of the policy, stating, “It’s a fantastic policy.”