Marketing on Martha’s Vineyard in 2025: Leveraging the 50th Anniversary of Jaws

Photo Credit: Daniel Torobekov of Pexels

This year marks the 50th anniversary of Jaws—the film that put Martha’s Vineyard on the cinematic map and forever linked the birthplace of Shored Up Digital, Martha’s Vineyard, to one of the most iconic movies of all time. Half a century later, Jaws remains a global phenomenon, drawing fans, film buffs, and nostalgia seekers to the Vineyard year after year. But 2025 is different—this anniversary year presents a massive opportunity for local businesses to tap into the excitement, attract visitors, and boost sales.

From retail to hospitality, tours to dining, nearly every industry on the Vineyard can get involved in creative and authentic ways. However, it’s important to remember that Jaws comes with copyright restrictions, so businesses should review the MVY Chamber’s guidelines to ensure they’re marketing within the rules. That doesn’t mean you can’t have fun with it—this is the perfect year to get inventive, tell your own story, and create unforgettable experiences for visitors and locals alike.

For restaurants and bars, this could mean offering shark-inspired menu specials or themed cocktails. Imagine a “Bigger Boat” seafood platter, a “Chum Bucket” appetizer sampler, or a "Great White" cocktail with bold ocean-blue hues.

Photo Credit: Denys Gromov of Pexels

Hotels and inns have a chance to attract visitors with anniversary-themed stay packages. A Jaws-themed special could include a curated local itinerary, a welcome treat, or even an official movie screening recommendation. Small touches, like complimentary "shark fin" chocolates or a bottle of wine at check-in, can make a guest’s stay feel even more memorable.

Retailers can embrace the anniversary by offering limited-edition merchandise that nods to the film’s legacy in a creative way, without infringing on copyright. Locally crafted souvenirs, ocean-inspired apparel, and prints showcasing Vineyard beaches and marine life can all appeal to fans while keeping the focus on the island’s natural beauty. A “50th Anniversary Collection” is a great way to drive excitement and increase sales. For example, our friend Amanda at Katama Candle Co. (and Shored Up team member!) has a fun Jaws themed candle in development that we can’t wait to get our hands on!

For tour companies, the possibilities are endless. Special anniversary tours of filming locations, coastal bike rides to famous beaches, and kayak excursions all offer unique, experience-driven ways to engage visitors. The key is creating an experience that feels exclusive to 2025 and makes visitors feel like they are part of the story.

Martha’s Vineyard has a thriving arts and cultural scene, making this a prime opportunity for galleries, theaters, and museums to celebrate the film through art and film experiences. A special exhibition of ocean-inspired art, talks with local historians, or a pop-up installation capturing the film’s impact could all bring the community together while drawing media attention.

With such a high-profile anniversary, this year will bring major visibility to the island, making it a once-in-a-decade opportunity for local businesses. However, businesses should be aware of copyright restrictions surrounding the film before launching themed promotions. The MVY Chamber will continuously update their Jaws page, so be sure to always check there first and subscribe at the bottom of the page to their dedicated Jaws newsletter for all updates and ways you can get involved.

This is the year to be bold, creative, and make waves. The Jaws anniversary is more than just a milestone—it’s a chance to showcase what makes this island special and create experiences that visitors will remember long after the summer ends.

Plus! Amity Week, produced and organized by the Edgartown Board of Trade, will be a week of events from June 20th through 29th, so make sure to check out their website for updates!