At 50, "Jaws" still gobbles up tourist dollars
Add Axios as your preferred source to
see more of our stories on Google.
The JAWS 50th Anniversary event at Martha's Vineyard Museum last month. Photo: Adam Glanzman/Getty Images
The 50th anniversary of "Jaws" is making this summer season a little more special, with nostalgia for the blockbuster fueling events and promotions on Martha's Vineyard and around Cape Cod.
Why it matters: "Jaws" continues to generate economic waves across Massachusetts, showing that anniversary marketing efforts from a huge movie studio down to local pubs can turn nostalgia into a measurable tourism boost.
State of play: The half-century birthday of Spielberg's classic brought all sorts of cinematic shark hunters to the island to seek out filming locations and anniversary events.
- Merchandise sales have surged and film fans who've never come to the Cape or Islands before are soaking up the resort vibes.
Zoom in: Martha's Vineyard, where much of the film was shot, was the epicenter of the celebration with Amity Week in late June to coincide with the film's release date.
- There were themed events, cast reunions featuring Richard Dreyfuss at Edgartown's Wharf Pub, a dog costume meetup and even a live score performance by the Cape Symphony.
- Practically every eatery in the area had some kind of shark-themed promotion.
- The local Chamber of Commerce printed up maps with shooting locations for fans to see firsthand the estuary where Chief Brody's son almost got chomped and where young Alex Kintner was straight-up eaten.
What they're saying: "What we do know is that hotel occupancy was at 99% for 'Jaws' weekend, which is a strong early indicator" of a business boost, Martha's Vineyard Chamber of Commerce executive director Erica Ashton told Axios.
- Ashton is waiting for more data from the island's airport and ferry operators to size up the impact "Jaws" has already had on this season's tourism to the Vineyard.
Few local companies have capitalized on their "Jaws " connection quite like Rhode Island's Narragansett Beer with its "Crush it Like Quint" limited-edition cans.
- Vineyard confectioner Murdick's Fudge created special treats that look like they've been attacked by a shark.
- Even the Massachusetts Lottery got in on the fun with a "Jaws"-themed scratch ticket with a $1 million top prize.
- And Universal Pictures isn't letting the anniversary go unnoticed. The studio re-released the film in IMAX and 4K formats nationwide.
Martha's Vineyard Museum's "Jaws at 50: A Deeper Dive" exhibition runs through Sept. 7.
- "Part of our exhibit about 'Jaws' is a room devoted to teaching people more about sharks as a species, and efforts to understand them, protect them," museum research librarian Van Riper told USA Today.
What's next: Narragansett is celebrating its own Shark Week with a "Jaws"-themed race, trivia contest, movie marathon and mechanical shark riding contest.
- The play "The Shark is Broken," about the making of the movie, debuted at the Vineyard's Performing Arts Center earlier this month and runs through July 20.