Toxie turns the Chicago River really green for Macon Blair’s The Toxic Avenger

Despite its nuclear glow, toxic sludge was not shipped in from Tromaville.

By Jarrod Jones  |  March 17, 2025 | 3:23pm
Photo: Jarrod Jones
Film News The Toxic Avenger
Toxie turns the Chicago River really green for Macon Blair’s The Toxic Avenger

The substance used to dye the Chicago River a neon green during the city’s annual St. Patrick’s Day celebration has been a closely guarded secret for over 60 years. Despite its nuclear glow, we can assume it isn’t toxic sludge shipped in from Tromaville. Yet, as Chicago Plumbers Local 130 once again led the verdant festivities on March 15, Troma Entertainment made its presence felt by sending the city its greatest champion. The Toxic Avenger, Lloyd Kaufman and Michael Herz’s hideously mutated superhuman, attended the river dyeing ceremony to promote the late-summer release of Macon Blair’s rejuvenated reboot of The Toxic Avenger. 

The A.V. Club joined Toxie in the riverside excitement alongside his guardian angel distributor, Cineverse, as the city’s river took on a Tromatic hue befitting this mutated icon of independent cinema. The event was part of an impassioned effort to generate fresh awareness of Blair’s Toxic Avenger, which had been stuck in limbo after its premiere at Fantastic Fest in 2023. Despite favorable audience reactions (it also screened at Beyond Fest and the Sitges Film Festival that year), Blair could not secure a distributor willing to invest in a film that, according to the director, aligned with the splatter ethos of Kaufman and Herz’s Troma films of yore. Better news for the mutant hero arrived in January when Cineverse, the distributor behind Damien Leone’s hit Terrifier series, acquired the Peter Dinklage-led film and aimed the project for an unrated wide release in August 2025.

With Cineverse’s enthusiasm now backing the film, Troma’s iconic hero seems primed to once again vanquish evildoers on the big screen. However, this weekend’s goal was to draw the attention of Chicago’s green-drink-addled hordes, who waved at the hero from Dearborn Street down to Lake Michigan. Propelled by a confidently-helmed paddle boat and energetic music from the Citizen Toxie: The Toxic Avenger IV soundtrack, Toxie and Cineverse infused the day’s fun with a punk ethos. “It’s a breath of fresh toxic air,” Lauren McCarthy, SVP of Marketing for Cineverse, told The A.V. Club. “It seems Chicago is embracing Toxie more than we’d hoped.”

Decked out in green hoodies showcasing Toxie’s edgy new logo, Cineverse’s street team hit the Chicago River with the intention of shaking up the city’s St. Paddy’s traditions. “Our goal with the campaign is to kick off a gnarly experience for fans that the brilliant film Macon created deserves,” McCarthy said. “We’re very excited to kick off [our promotion] here, particularly during a time-honored tradition run by the hard-working folks at the plumbers’ union. It aligns very well with the themes of the film.” 

When asked about this ambitious promotion, Macon Blair was gracious with his praise: “We are very grateful to the Chicago River for allowing itself to be dyed green to [spread] the word about Toxie!” As for his star, Toxie expressed his feelings about returning to pop culture prominence with a satisfied growl, only to then hoist his mop to the sunny Chicago skies.

Written and directed by Blair, this new vision of the cult classic stars Dinklage as Winston Gooze/Toxie, alongside Kevin Bacon, Elijah Wood, Jacob Tremblay, Taylour Paige, and Jane Levy in supporting roles. As for what we can expect regarding Dinklage’s Toxie, Cineverse provided The A.V. Club with an exclusive first look at the film’s new poster, featuring the actor as the eponymous eco-minded monster.

 
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