Was the script often too meta?

I don't know where to start but I recall that in one of the early drafts for Batman Returns there was going to be a Batman merchandise shop. This was scrapped before filming presumably because the filmmakers thought that it was too meta of a concept.

In Batman & Robin, we have stuff like Chris O'Donnell delivering a reprisal of Val Kilmer's "chicks dig the car" line from Batman Forever and George Clooney actually name dropping Superman (before that, other DC Comics heroes presumably didn't exist). And then there's the scene in which Uma Thurman says "I'm a lover not a fighter, that's why every Poison Ivy action figure comes with him (meaning Bane)!" The Bat-credit card scene is pretty much the typifying moment of what I'm talking about.