An out-there marketing campaign can do wonders for a horror movie, but Cineverse is forgoing anymore stunts to advertise The Toxic Avenger in favor of spending the rest of their budget on something more important, and closer to home, than radioactive justice.
In Macon Blair’s long-awaited Troma reboot The Toxic Avenger, Peter Dinklage stars as Winston Gooze, a downtrodden janitor who, before transforming into the Toxie we all know and love, is given a terminal diagnosis, the treatment for which his medical insurance, bestowed by a greedy megacorp helmed by Kevin Bacon’s Bob Garbinger, doesn’t cover.
Thanks to a partnership between Cineverse, who are distributing the film across the country from August 29, and Undue Medical Debt, a national nonprofit dedicated to helping families least able to pay burdensome healthcare debt, for every million dollars The Toxic Avenger makes at the box office, another million in debt will go up in toxic smoke, with at least $5 million in medical debt erased no matter what.
Marisa Clemente, Vice President of Philanthropy at Undue Medical Debt, had this to say of the upcoming inspiring collaboration:
“As the medical debt crisis continues to grow we’re grateful for this partnership with The Toxic Avenger film, which is not only funding debt relief but also shining a light on the human impact of a broken system […] We are always looking to team up with real-life superheroes who support our mission — including movie lovers, who now have an easy way to enjoy a reimagined classic while supporting financially and emotionally burdened families.”
Cineverse SVP of Marketing Lauren McCarthy adds:
“We spent hours brainstorming how to close out the campaign and, while sending Toxie to the moon was appealing, no idea came close to combating unexpected medical debt for families […] The Toxic Avenger had his entire life upended by crushing medical costs so, as Toxie says, ‘Sometimes you have to do something’.”
Learn more about Undue Medical Debt with their explainer video and FAQ, watch Toxie explain below, and then check out the official Toxic Avenger campaign page.
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