He may technically be toxic, but this avenger is radically improving people’s lives offscreen.

The Toxic Avenger, the schlocktacular splatterfest from the 1980s, is slashing its way out of video store purgatory this week, with a reboot starring Peter Dinklage and Kevin Bacon—and an innovative marketing campaign.

Hybrid studio-distributor Cineverse is hyping the film by working with the nonprofit Undue Medical Debt to wipe out at least $5 million in debt for families struggling to pay their medical bills. (The grand total may end up being much more as another $1 million in debt will be shredded for every million that Toxie takes in from theaters.)

It’s the rare benevolent marketing gesture that will have an immediate material impact on real Americans.

Earlier promotions for the glossy-s

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