In a move that perfectly mirrors the film’s own narrative of fighting corporate greed, the reboot of Troma’s cult classic The Toxic Avenger has wiped out millions of dollars in medical debt for Americans.
Distributor Cineverse partnered with the non-profit organisation Undue Medical Debt for a unique marketing initiative tied to the film’s theatrical release. The campaign began with a donation from Cineverse that immediately abolished at least $5 million in medical bills. The ticket sales for the long-delayed movie then supplemented this figure.
The mathematics of the initiative are surprisingly potent. According to Daniel Lempert, vice president of communications and marketing at Undue Medical Debt, one dollar can erase, on average, around a hundred dollars of medical debt. This is because these debts are often sold on for a fraction of their original value.
Lauren McCarthy, senior vice president of marketing at Cineverse, explained in a statement that the initial maths was hard to grasp but that it was one of the most exciting parts of promoting the film. After three weeks in theatres, the initiative had successfully dissolved over $7 million of debt, with the final total expected to approach $8 million.
The marketing stunt is thematically appropriate for Macon Blair’s film. The movie centres on Winston Gooze, played by Peter Dinklage, a janitor diagnosed with a terminal illness. When his greedy employer refuses to pay for an expensive, life-saving treatment, Winston’s attempt to rob the company results in him falling into a pit of toxic waste. He emerges transformed into the monstrous hero, Toxie, who seeks to protect the downtrodden and punish the corrupt.
The film, which has had a notably long and difficult journey to the screen, also stars Kevin Bacon as the villainous corporate overlord Bob Garbinger, Elijah Wood as his brother Fritz, and Taylour Paige as an investigative reporter.
After its premiere at Fantastic Fest in September 2023, The Toxic Avenger struggled to find a distributor, with rumours circulating that its graphic violence made it “unmarketable”. Cineverse eventually acquired the rights, scheduling it for a US release on August 29, 2025.
For a famously ultra-violent and unfiltered franchise, using its marketing budget to provide real-world financial relief is a surprising and wholesome twist.
Via IndieWire.
