The toxic avenger relieves $15m in unpayable medical debt

Written By Max Newfield

Campaign: The Toxic Avenger Theatrical Release

Role: Director, Go-to-Market Strategy

Challenge: Educate audiences about The Toxic Avenger, drive conversions in the final days of the campaign.

Strategy: Partner with 501c3 Undue Medical Debt to communicate the values of The Toxic Avenger and create an incentive to purchase advanced tickets.

  • Undue Medical Debt is a 501c3 that works with hospitals and insurance providers across the US. The average $1 donation will clear $100 in medical debt.

  • Cineverse made an initial commitment to clear $5M in debt and promised an additional $1M in relief for every $1M in tickets purchased.

Positioning:

  • The Toxic Avenger is a working-class superhero whose life is upended by unexpected medical debt.

  • “We could have spent our money on a big marketing stunt, but we chose to do some good instead.”

Results:

  • Immediate 20% increase in box office projections.

  • Increase in awareness of the film beyond horror audiences.

  • Change in sentiment among the title—from “just another reboot” to punk rock outsider film with relatable themes.

  • The partnership ultimately relieve $15M in unpayable medical debt.

  • Our partnership with Undue was cited as a primary driver for Hulu to acquire the title for its SVOD streaming debut.

Earned Media:

Max Newfield
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