This article studies the archetypes and the iconography in contemporary Mexican films that deal with drug trafficking in order to examine the evolution of the narco cinema subgenre and changes in the representation of the narcocultura. The corpus is constituted by the biggest box office hits each year between 2010 and 2017, which are analysed thematically. This study suggests that the characteristics of the narcocultura continue circulating within Mexican cinema, but it does not point to a subgenre’s existence. The genres circumscribing the films analysed promote the narcos’ heroism via archetypes and iconography, which symbolize how narcos overcome their modus vivendi to stand as a legitimate authority against a corrupt government. Alongside this representation of narcos, these films also present objectified women and promote values such as loyalty and family. The aforementioned archetypes and iconography offer a view of life in which violence is normalized, and crime is seen as a legitimate lifestyle.