‘What’s Going On In Here?’ How Avalon Market Became a Movie Set After Hours
The Deevers (from left) Victoria, Tracy and Jim had a lot to juggle between movie shooting schedules and the regular operation of Avalon Market during a busy summer week for the filming of “The Cereal Aisle Effect” in the store in June.
Back in June, late-night shoppers figured they were in luck when they saw the lights were still on at Avalon Market, but the beloved local landmark wasn’t actually open for business – it was making its debut as a film location.
“We close at 8 and the crew would be setting up at 9 o’clock,” recalls Victoria Deever, whose family owns the store. “The lights were on, and we would have the doors unlocked and people would come in thinking the Market was open. A couple of people just started shopping, then all of a sudden they saw cameras and said, ‘What’s going on in here?!’”
For three weeks before the busy Fourth of July weekend, the market served as the set for “The Cereal Aisle Effect,” an independent film written and directed by Bryn Mawr native Peter Odiorne and produced by Odiorne and Matt Harton.
“Those 21 days in Avalon were by far more days than I’ve spent on the Jersey Shore in my life,” Odiorne says with a laugh. His family had always vacationed in Florida and when his plan to shoot the film in the Sunshine State fell through, Odiorne’s good friends Bill and Kelly Yoh, longtime Avalon summer residents and owners of Go Fish Mini Golf, suggested that he connect with Jim and Tracy Deever of Avalon Market.
According to Tracy, “Jim’s cousin Meredith is friends with Kelly from Go Fish; Kelly and Peter knew each other and that’s how it came about.”
Odiorne sets the scene for us: “‘The Cereal Aisle Effect’ is a ‘light’ dark comedy about three supermarket employees and a customer who are trapped on Thanksgiving Eve by an approaching storm that’s been sensationalized by the news media as a huge hurricane, which eventually fizzles out. The island is closed, the causeways are closed, and they don’t get out in time, so they spend the evening in the supermarket.”
“The theme of the movie is connection in a disconnected age,” says Odiorne, “and there’s a generational component.”
The customer and the store manager are Gen Xers and the two employees are Gen Z. The action is character-driven as these four strangers embark on a night of quirky bonding, ultimately revealing themselves and forging a connection that engenders empathy and redemption.
Sam Daly, son of Tim Daly (“Wings”), plays the store manager. Peighton Tubre, whom you may know as a social-media influencer, plays a store clerk. And Ronnie Gene Blevins, who has appeared in TV series from “Chicago Fire” to “Curb Your Enthusiasm,” plays the customer, a former ad executive with an off-kilter plan to get even with the cereal company that fired him.
Odiorne says the movie’s unconventional plot is not inspired by real events, but he does know something about the advertising game. His father was an ad man and Odiorne followed him into the business, first editing TV commercials and later directing them. It wasn’t until he was almost 40 that he decided to try his hand as a producer and director of independent films: “When people ask if it’s my passion, I say, ‘Filmmaking is an affliction – not a passion.’ But I love it, it’s my art and it’s fun.”
“I think we all had a fun time,” says Jim Deever, a sentiment echoed by Tracy, who was on-site for some of the filming: “I know when I was in the back you could hear everyone laughing out there. The cast was laughing, the crew. It looked like they were having some fun times in here, which made us happy.”
“It just seemed like a big family,” adds Victoria, “and they all had fun behind the scenes together.”
And Victoria’s delicious meals were a cause for happiness among the cast and crew during their 1am dinner breaks. “I love to cook,” says Victoria, “and we make lots of things for the Market here.”
Her midnight menu included sliders one night, a taco bar another night, and hoagies on yet another night. Not to mention desserts ranging from Avalon’s own Sundae Best ice cream – complete with toppings – to homemade banana bread baked by Victoria’s sister-in-law’s mom. All a far cry from the frozen turkey TV dinners that the film’s characters share on screen for Thanksgiving!
Speaking of Thanksgiving, Odiorne hopes to have the movie out by the holiday season this year. He also plans to enter it at regional film festivals showcasing independent films. And mark your calendars – he intends to return next summer and show “The Cereal Aisle Effect” at Stone Harbor’s Harbor Square Theater.
Clearly Avalon has a new fan in Odiorne: “I couldn’t believe how nice everybody was,” he says. “The mayor came by the set at 3:30 in the morning, the chief of police gave us a uniform and a car to use for the film, and the Deevers, who know everybody in town, were the nicest, most humble, kind people. Everyone there was welcoming, and it was great to have people come by. If I could make another movie in Avalon, I would – if they’d have us back.”
If Odiorne wants to film a sequel, are the Deevers open to that? Says Tracy: “Absolutely, if it’s Peter!”