steadyrighteous
Veteran
There is a huge difference between a mandate of "NO JOKES!!!" and making the creative decision to play in a different lane than the other comic book companies movies travel in.
You're taking the words "No Jokes" too literally.
Like I said, whether those words were really said or in print on some memo is debatable, but it's a very quick and easy way to sum up the idea of "tone of voice".
Anyone who's ever been in any creative industry or seen any kind of creative brief before will know that summing up your ideas and thoughts as quickly as possible is necessary.
So if I'm a writer and I'm sitting opposite an exec and he says something like "No jokes", what he means is "Our world isn't funny, their (Marvel's) world is funny, so in order to differentiate our world from theirs in the eyes of moviegoers and critics, ease up on the jokes, winks and nods and focus on being more real and a little darker"
Hulk picks up Loki and slams him back and forth on the floor, looks at him, and slams him again - JOKE
Superman has Zod in a headlock and snaps his neck so he doesn't kill a family - NO JOKE
It's not that complicated a philosophy to grasp.