Jul 28, 2014 11:16 AM EDT By Russell Westerholm, UniversityHerald Reporter

On the tip of Cape Cod's elbow, the town of Chatham, Mass. is capitalizing on a rise in shark sightings, thanks to the release of a film called "Jaws" some 40 years ago.

According to Boston.com, Chatham was already an attractive town thanks to visitors enjoying its beaches, as well as sailing and fishing. Due to a rise in their favorite food, Chatham has seen more Great White Sharks in the past few years but instead of scaring people off, the underwater predators are bringing even more tourists.

In stark contrast to the movie, Chatham officials have embraced the Great White Shark, but from a distance. For example, visitors can buy all sorts of shark memorabilia and can also drop a few coins into a set of binoculars for a chance to see the beast in the water.

Shareen Davis owns a gallery and operates a commercial fishing business, but she is also a member of one of the first families that settled in Chatham in the 1600s. She used a well-versed analogy to describe the town's tourism successes.

"When you have lemons, you make lemonade, and this was one of the great opportunities to do so," she told Boston.com.

Kevin McLain, executive director of the Chatham Orpheum Theater, said he runs "Jaws" twice a day during the summer in his restored movie theater.

"Attitudes have changed," he told Boston.com. "There's a line in the movie, that if you yell 'Shark!' on the Fourth of July, we're going to have a panic on our hands.

"In Chatham now, you yell 'Shark!' in the middle of town, people come running to the beach, not away from it."

What changed is what people now know of Great Whites. Bill Chaprales, owner of a commercial fishing business in Chatham, told the Boston Globe he and his son operate 800 lobster traps, but also tag sharks with a special pole of their own design.

"They're not there to kill people. I would go swimming, I just wouldn't do it where there's seals around, you know?" he said. "It makes sense if a guy's on a surfboard or a boogie board - he looks like a seal. Just be cautious, that's all."

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