Local Filmmaker Wants Your Best Benny’s Stories for New Documentary

Dante Bellini Jr. with the iconic red Benny’s sign. Photo courtesy of Dante Bellini Jr.

“Everyone thought their Benny’s was the only Benny’s,” says Dante Bellini Jr., a local filmmaker in the midst of creating a documentary about the iconic retail chain that served Rhode Islanders for more than ninety years.

I can personally attest to this statement, having grown up in Narragansett believing that the store in neighboring Wakefield where I got all my sand pails and sunscreen was one-of-a-kind.

“That was the ‘Beach Benny’s,” Bellini affirms.

Whether it was the beach Benny’s or one of the other thirty-one stores that dappled southern New England before the final location closed in Greenville in 2017, almost every customer has some sort of cherished connection or memory of the beloved brand, and Bellini is determined to share those stories. We caught up with him to learn more about the filmmaking process, what the documentary will cover and how you can get involved.

So, where was your Benny’s?

I grew up in Pawtucket , so it was always either the one off North Main — where the Planet Fitness is now — or in Greenville. I actually recently found a picture of me at five years old on what I believe is a Benny’s bike. My connection to Benny’s is no different than pretty much any other southern New Englander. It was just always there — a big red, comforting sign and you could go there for anything.

Five-year-old Bellini on what was (probably) a Benny’s bicycle. Photo courtesy of Dante Bellini Jr.

What do you think drew people to Benny’s?

Benny’s was one of those great generational stores. Your great-grandparents, grandparents, parents, you and then your children all found a way to be a Benny’s customer.

And oftentimes, even if the employees didn’t know your name, they would welcome you as if they did know you. It was very different from the kind of retail that we have today. There’s story after story about, “I got my first bike at Benny’s,”  or “I got my first set of tires at Benny’s,” or even, “ I was able to afford Christmas because of Benny’s layaway.” There are literally thousands of anecdotes, especially since Benny’s closed, that solidify and reinforce the warmth and fond memories that people like myself and many others, both older and younger, have for that institution.

What inspired you to want to make a documentary?

Before retiring and becoming a full-time filmmaker, I was one of the principals of RDW Group and I was the ad and PR guy for Benny’s for many years. Obviously, I knew ahead of time that they were going to wind down the business, but even before that, I knew that Rhode Island and southern New England would miss Benny’s. When something like Benny’s goes away, it’s like losing a piece of ourselves. Look at the restaurants that are no longer around, places like Mainelli’s or the Blue Grotto — cultural and retail institutions that go away and somehow hurt us by not being here. Since 2017, the idea had been in gestation, in the back of my mind as I did many other things. Now I’m pretty serious about getting it done in 2024.

And you’re looking for help?

We put out a way for people to contact us and send us their stories and, more importantly, photos or videos: just email us at info@bennysmovie.com. I’ve got over 300 emails already!

What kind of stories have you received so far?

Recently, I got an email from a guy in Westport; he worked at the Benny’s there and he remembers when David Duchovny, a.k.a. Fox Mulder from “The X Files,” came to buy toys for people. He remembers it specifically because they had to get a price check on one of the toys. Lots of little stories like that about somewhat famous people coming by. Taylor Swift supposedly went to the Westerly store. She never got out of the car, but sent people in to get stuff for her.

Plus, stories of everyday people who maybe couldn’t afford to get Christmas presents for their kids, but the Benny’s layaway program allowed them the opportunity to pay a little bit at a time. Oftentimes, when people would go to pick up the toys at Christmas, they would find out that some benefactor had paid it off for them. It’s something you don’t see anymore.

Are you also planning to cover Benny’s history, as well?

Yes, in the trailer you see Arnold Bromberg, one of the owners. His grandfather, Benny Bromberg, started Benny’s in 1924. We actually have some 8mm footage of Benny from the family archive — that will be pretty cool, it’s literally 100 years old now. He was a visionary. The automobile was the impetuous for Benny’s to become successful because, unlike today where none of us know what to do if a car breaks down, people used to fix their own cars. He made sure they could get all those parts at Benny’s. It was Benny’s Auto Stores before it was Benny’s Home and Auto.

Another little factoid: Benny’s was also one of the first stores, and I think the first store around here, that had shopping carts. People needed a way to carry the tires to car!

Courtesy of Dante Bellini Jr.

How about its closing?

Yes, there’s a larger story to it. It was the urban mall that initially hurt the downtown stores like Ann and Hope and Apex. And then urban malls got hurt by the big shopping centers, which got hurt by the big box stores, which got hurt by online retail. Everybody got hurt by Amazon. Things are changing so quickly, and Benny’s just couldn’t compete anymore. So, instead of going out of business, they wound down on their own terms. And that’s an important part of the story. I intend to speak to academics and retail experts because what happened to Benny’s is happening all over the country. It’s not just a one off. It’s very hard for mom-and-pop organizations to survive today. And as much as people talk about shopping small, the reality is people need to get the most value for their money, so they’re stuck between a rock and a hard place. I think it’s a really interesting story.

When can people expect to see the finished product?

We’re still in pre-production, but I’m aiming for a late 2024 release. Hopefully with a premiere at a local venue. Until then, we’re still looking for Benny’s stories and photos to include in the film! If you have something to share, you can email us at info@bennysmovie.com.

To see a glimpse of Bellini’s upcoming nostalgia churner, check out the trailer below.