The Toxic Avenger, a long-awaited reboot of the cult classic Troma Entertainment franchise, is ready to turn its buzz-worthy marketing campaign into a real-life superhero story. While the film has been making headlines for its gratuitous gore, Cineverse has flipped the script by announcing its new partnership with national non-profit Undue Medical Debt. The unexpected move comes after a decision to nuke other potential marketing stunts, which fans can learn more about in the video below:

Given that Toxie, the aforementioned Toxic Avenger played by Peter Dinklage, had his own life upended by unexpected medical debt, Cineverse is putting its own marketing money towards eliminating that same kind of debt in the real world. In addition to that, every million dollars made at the domestic box office will be matched in further donations to Undue — which Cineverse SVP of Marketing Lauren McCarthy expanded on in a press release:

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’.

Why You Need To See The Toxic Avenger (Aside From Simply To Do Good in The World)

The Toxic Avenger follows a down-on-his-luck janitor aptly named Winston Gooze, who is transformed by a toxic accident into a super-powered (and super-green) being. He uses his newfound abilities to take the fight to corporations and criminals while protecting his beloved family and community. taking on ruthless corporate overlords and corrupt forces who threaten his son, his friends, and his community.

If the story weren’t exciting enough, the horror-comedy presents its own fascinating challenge as it dares audiences to withstand as many vulgar gags as one cinematic masterpiece is able to contain. Directed by Macon Blair (I Don’t Feel At Home in This World Anymore), the newest movie in the franchise has not been rated, and every second of blood, guts, and other bodily fluids proves why.

Both the critic and audience scores are certified fresh on Rotten Tomatoes, meaning moviegoers were enthusiastic about Toxie’s grotesque tale. Of course, the stellar cast can’t hurt: Kevin Bacon, Elijah Wood, Jacob Tremblay, and Taylour Paige complement Dinklage’s larger-than-life performance perfectly.

Undue Medical Debt, founded in 2014, is a national nonprofit that has succeeded in abolishing $22 billion worth of medical debt. Millions of families have been able to alleviate the burden of their debt through Undue’s efforts in collaboration with their partners — which now count Toxic Avenger fans among their number.

The Toxic Avenger arrives in theaters on August 29.