Moviefone is getting a little “toxic.” IndieWire can unveil the latest ad for the legendary entertainment brand that features Peter Dinklage as his character from “The Toxic Avenger” reboot. (“The Toxic Avenger” will be in theaters August 29 to revive the beloved Troma franchise.)
The ad, released below, was made in partnership with studio Cineverse and Moviefone. Fans can call Moviefone for the first time since the phone line (1-802-377-FILM) was disconnected more than a decade ago. (Moviefone celebrates its 35th anniversary this year.) The original Moviefone greeting “Hello, and welcome to Moviefone!” became an instant catchphrase in the ‘90s, but now, Dinklage is adding his own twist on the platform. During the phone call, fans will experience Toxie reading showtimes, listen to re-enactments of the “Toxic Avenger” trailer, and get tips on how to buy tickets on Moviefone.com.
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Macon Blair is writing and directing “The Toxic Avenger,” which is a non-rated horror comedy. Cineverse is distributing the feature, which is produced by Legendary Entertainment and based on Troma Entertainment president and co-founder Lloyd Kaufman’s original franchise. Alongside Dinklage, the film also stars Elijah Wood, Jacob Tremblay, Taylour Paige, and Jane Levy.
“We are thrilled to bring fans Macon’s hilarious, punk-rock, heart-warming film alongside the imitable nostalgia of the Moviefone number,” Cineverse SVP of Marketing Lauren McCarthy said. “This toxi-rific pairing is just the latest installment in our fan-forward campaign leading into Labor Day weekend, and teaming with Moviefone to make this bonkers concept happen – and quickly – has been a great experience.”
Moviefone president and COO Rahsan-Rahsan Lindsay added, “We are very excited to bring back the iconic Moviefone phone number with an iconic character on the other end of the line. We think our fans will love it.”
“The Toxic Avenger” centers on janitor Winston Gooze (Dinklage), who is exposed to a catastrophic toxic accident and becomes transformed into a new kind of hero: The Toxic Avenger. The logline reads: “Toxie must rise from outcast to savior, taking on ruthless corporate overlords and corrupt forces who threaten his son, his friends, and his community. In a world where greed runs rampant… justice is best served radioactive.” Read the IndieWire review here.
Cineverse previously released “Terrifier 3,” and also has “Silent Night, Deadly Night,” “Air Bud Returns,” “Return to Silent Hill,” and “Wolf Creek: Legacy” in the works. The studio distributes more than 71,000 premium films, series, and podcasts.
