Tobacco remains a leading cause of global mortality and morbidity. Although the WHO Framework Convention on Tobacco Control (FCTC) has helped to curtail advertising in many countries, the portrayal of smoking in the media is still a concern. Previous research has highlighted high levels of smoking depictions in noir comic books/ graphic novels. This research sought to explore the level of smoking portrayals in noir comic books/ graphic novels from the world’s two largest publishers of such texts, Marvel and DC. This research also sought to explore differences in the rate of smoking portrayals between these publishers given that the Editor-In-Chief of Marvel has openly stated he was largely ending smoking portrayals in Marvel comic books/ graphic novels. Analysis revealed that Marvel noir comic books/ graphic novels featured few images of smoking compared to noir DC publications. This difference was statistically significant. This research suggests that key stakeholders can be highly influential in tobacco control. It also suggests that Public Health and Tobacco Control advocates should seek out and try to work proactively with the media.