But what happens when the movie is about the product?
Such is the case with "Mystic Pizza" (1989). "Mystic Pizza" is the story of three young women who work in a pizza parlor in a small seaside Connecticut town. It focuses on the romantic entanglements of three close friends, played by Annabeth Gish, Lili Taylor and Julia Roberts. The film itself is sentimental, upbeat and humorous and is worth watching if just to see the beginning of great careers for all three leading ladies. Who could have guessed Julia Roberts would go on to become Hollywood royalty?
Opened on Main Street in 1973 by the Zelepos family, Mystic Pizza was a favorite haunt among locals and tourists alike. Screenwriter Amy Jones was visiting the area one summer and after visiting the pizzeria decided to base a story around it. The movie opened in 1989 and almost instantly, life in the local pizzeria changed dramatically.
Mystic Pizza became the most famous pizzeria in the world. The shop could barely keep up with the demand of customers. People lined up outside the door to get a table and a taste of the tempting and addicting pizza. Menus and matchbooks disappeared frequently. Mystic is Connecticut's leading tourist area, and visitors made a point of stopping by the shop just to take pictures. It became a full-fledged tourist attraction.
To keep up with demand, a second restaurant was opened in 1991, and in 1996, the original shop underwent renovations, doubling its capacity. And it doesn't end there. In 1995 a line of frozen pizzas was developed which matches the recipe in the shops. I have to admit it, I've eaten these pizzas, and they're really good. The shops also ship frozen pizza by mail. In addition, a line of merchandise was developed, including mugs, hats and apparel. Now folks who watch the movie at home and can't get to the restaurant in person can still enjoy the pizza with the secret recipe while wearing the same kind of shirt worn by Julia Roberts in the movie.
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