Hopewell: Downtown transforms into Virginia Beach possibly for Pharrell Williams musical

HOPEWELL — Beginning May 8, various streets, alleys and parking lots will be closed to the public through May 10, according to a city of Hopewell press release. The city understands this may cause some inconvenience, but they are doing what is necessary for the safety and improvement of the area. "We will do our best to minimize the impact of these closures and ensure the traffic is redirected efficiently," the press release stated.

Yesterday, I took a walk downtown to see what was up. The area is being transformed into Virginia Beach by set dressers and such. It looks pretty cool. The businesses remain open but numerous have completely different storefronts. A huge portrait bust of a shark splashes out of the corner on Library Street and E. Broadway.

Operated by NBCUNIVERSAL MEDIA LLC, Universal City, CA was on the side of a truck parked on E. Broadway. A few downtown business owners informed me that Pharrell Williams' feature film, a coming-of-age musical, is what has taken over the area. According to a press release from the office of Governor Glenn Youngkin, the film from Universal Pictures which will film throughout Central and Coastal Virginia this spring and summer is set in Virginia Beach in the summer of 1977 and inspired by Atlantis Apartments, Williams's childhood neighborhood.

Hopewell: Streets closed May 8 - 10, 2024

• Broadway Street - Route 10 to Hopewell Street
• E. Poythress - Route 10 to Hopewell Street
• Library Street - Broadway to E. Cawson Street
• Hopewell Street - E. Cawson to Poythress

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The film crew was tight-lipped. I was approached by one of them who would not confirm that it was indeed the 51-year-old's project. She said, "Don't believe everything you see on Facebook." Speaking of Facebook, recently I spotted a post where a film production company "filming the life story of musician Pharrell Williams rented vintage musical equipment" from a local picker.

Dowtown Pups owner Kayla Walker thinks what's transpiring is fun. "It's been interesting watching the people come in and out throughout the day setting up the window display. At our previous location just down the street, 'Walking Dead' was filmed in front and in the alley." Downtown Pups storefront now features roller skates with wings.

Table of Love southern soul food restaurant is still operating as such, but diners will temporarily enter The Sand Pit Bar. "I'm excited and glad it's bringing attention to Hopewell and businesses nearby," Isaiah Walton, Table of Love co-owner, said. He will be an extra in the movie. "I think it's awesome! A lot of the film crew has dined here. It will be good if some actors do too," Toni Goode, Table of Love co-owner, said.

More than one business owner mentioned "Atlantis" as the movie in question. The businesses are being compensated for their willingness to share their storefronts and any inconveniences that may occur.

Youngkin's press release states, "Kelvin Harrison Jr. (Waves, Chevalier) is set to star, with Michel Gondry (Eternal Sunshine of the Spotless Mind, The Science of Sleep) directing the project based on a script by Martin Hynes (Toy Story 4, The Magician’s Elephant) and Steven Levenson (Tick, Tick…Boom!, FOSSE/VERDON). Pharrell Williams and Mimi Valdés will produce through i am OTHER, and Gil Netter (Just Mercy, The Blind Side) will produce through Gil Netter Productions."

I Googled "Atlantis" and imdb.com describes "Atlantis" as "a musical inspired by Pharrell Williams' childhood in Virginia Beach." Director Michel Gondry, writers Martin Hynes and Steven Levenson and stars Brian Tyree Henry, Da'Vine Joy Randolph and Janelle Monáe are also mentioned. More in-depth production information is also available on IMDb's [Internet Movie Database] website.

“This high-profile project will place a global spotlight on Virginia as both an incomparable place to visit and as a preferred destination for investment from this growing industry,” Youngkin said. “The project will provide high-wage jobs, help retain our trained production workforce, and deliver an immediate economic impact shared across a variety of sectors, from construction to hospitality. We warmly welcome Pharrell and the team behind this groundbreaking project to Virginia.”

“Tourism is a $30 billion per year industry in Virginia, and with this project, we are not only building our competitiveness in a high-growth sector, but we are also putting Virginia in a starring role in a feature-length, visual love letter to the Commonwealth,” said Secretary of Commerce and Trade Caren Merrick. “This film puts our iconic landmarks, landscapes, arts, and culture offerings on display, and shares what makes Virginia such a special place to visit, live, work, and raise a family – to an audience of millions.”

“Pharrell has been one of Virginia Beach’s biggest supporters and we are thankful for the time and resources he has poured into our city,” Nancy Helman, Director of Virginia Beach Convention & Bureau Director, said. “We share the excitement of other state leaders and look forward to seeing the success of Pharrell’s latest project.”

“Pharrell is more than a globally recognized artist; he is an inspirational person. Pharrell germinates and nurtures ideas, and then delivers results that have a positive impact on people’s lives. With this project, he is creating a celebration of art, dreams, community and his Virginia home that will be shared for years to come,” Andy Edmunds, Director of the Virginia Film Office, said. “It’s an opportunity that is unparalleled for both our production industry and our powerful tourism sector alike. We are honored to help bring the jobs, investment, and buzz that this project will generate home to Virginia where it belongs.”

This project marks another major production choosing Virginia, following recently filmed projects including seasons one and two of the Apple TV+ series Swagger, filmed in Central Virginia and Hampton Roads, and the critically acclaimed series Dopesick, filmed in Central Virginia and Clifton Forge.

The film will be eligible to receive a Virginia film tax credit or grant. The exact amount will be based on the number of Virginia workers hired, Virginia goods and services purchased, and deliverables including Virginia tourism promotions. The Virginia Film Office is part of the Virginia Tourism Corporation, the state agency charged with marketing the state of Virginia. Tourism is an instant revenue generator in Virginia. In 2022, visitors spent $30.3 billion across all communities, supporting 210,721 jobs and contributing $2.2 billion in state and local taxes.

I have no concrete evidence in front of me that states the movie is indeed "Atlantis," so until it is officially announced, think of it as an untitled movie musical set in the 1970s which is shooting in Hopewell and other cities in Virginia. For information about Virginia’s film production industry, please visit the Virginia Film Office website at filmvirginia.org. Visit chaddarnellcasting.com to see if any additional extras or vintage 1960s-1970s vehicles are needed.

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Kristi K. Higgins aka The Social Butterfly, an award-winning columnist, is the trending topics and food Q&A reporter at The Progress-Index voted the 2022 Tri-Cities Best of the Best Social Media Personality. Have a news tip on local trends or businesses? Contact Kristi (she, her) at khiggins@progress-index.com, follow @KHiggins_PI on X and@socialbutterflykristi on Instagram. 

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