Jul 21, 2014 12:25 PM EDT By Russell Westerholm, UniversityHerald Reporter

In Cape Cod, shark sightings are actually boosting tourism at surprisingly high rates this summer.

According to the Associated Press, businesses in the town of Chatham, Mass. are using the Great White Shark sightings to their advantage. Tourists are buying t-shirts, various other items of memorabilia and even going to see "Jaws" in local movie theaters.

Ironically, the 1975 blockbuster directed by Steven Spielberg began its story with the mayor of Cape Cod wanting to keep under wraps reports of a massive Great White that was eating humans.

"I mean, truthfully, we've probably grown about 500 percent in terms of the sale of our shark apparel," Justin Labdon, owner of the Cape Cod Beach Chair Company, told the AP.

He said he began selling "Chatham Whites" t-shirts when he noticed an uptick in customers who were asking whether or not it was safe to paddle board on the open sea. He is now reporting thousands of dollars in shark-themed memorabilia sales on a weekly basis.

Of course, all shark viewing is 100 percent safe and no one is leading a small crew into the ocean to hunt and kill the beast. Located on the outer corner of Cape Cod, Chatham has an abundant population of grey seals, a choice meal for Great Whites. Viewers can drop coins into a pair of binoculars and watch from afar as the massive sea predators feed.

Gregory Skomal, a senior marine fisheries biologist who also leads the Massachusetts Shark Research Program, told the AP tourists visit Chatham to get a chance to witness these great creatures in person. For as scary as they are, Great Whites are equally fascinating.

"White sharks are this iconic species in society and it draws amazing amounts of attention," he said. "I have not been approached by anyone who has said to me 'let's go kill these sharks.'"

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