A Maplewood business owner interrupted taping of the ABC show “What Would You Do” at his store on Tuesday, after becoming disturbed by the premise of the show.
Roman Gourmet owner Vinnie Loffredo told The Village Green that he initially agreed to allow the show to tape in his store when two employees of ABC News told him that the show would be good for the community, helping to highlight how people respond in moral and emergency situations.
Loffredo said the pair did not tell him that the scenario being recorded would involve a fake child abduction including missing child posters being hung around the pizza shop and restaurant. Actors playing the abductor and abductee would come into the shop while hidden cameras captured the reactions of uninformed customers. Customers caught reacting on film would later be informed about the show and given the option to sign releases for their image to be seen on the ABC show.
Loffredo said he first asked producers to leave his shop at 11:15 a.m. after he had seen the poster go up and became uncomfortable with the premise. He said that the producer became very angry with him because of the time and equipment invested in the shoot. Loffredo said six trucks and 75 workers were involved. Ultimately, the show’s host, reporter John Quinones, came in to talk with Loffredo. “He was very nice but very intimidating,” said Loffredo.
Ultimately, Loffredo “tore the posters down” around 2 p.m. and asked the actors to leave.
Loffredo said he received no compensation for the filming.
A call to ABC News Associate Producer Kyle Moffatt from The Village Green has not yet been returned.
Loffredo came under attack for hosting the show by posters on maplewoodonline.com. Loffredo ultimately felt compelled to post an apology on MOL. The apology read in part:
First and foremost I would like to sincerely apologize not only to my customers, but to the entire Maplewood community for saying yes to a show being filmed in my pizzeria which was entirely dishonest…. I am extremely distraught over this and would never, ever believe a show based on an abducted child is acceptable at any level, especially since I am the father of three children. Unfortunately, I made a huge mistake in trusting the producers of this “gotcha” type of show before I learned more about it in advance. Please accept my apology, I would never intentionally hurt anyone. Thank you.
In response to an email request, Maplewood Town Clerk Liz Fritzen reported that “an application was submitted for filming by the ABC News ‘What Would You Do’ show according to all the rules and regulations contained in the Township’s filming ordinance.”
“The filming fee for the day in the amount of $1,075.00 was paid and insurance was provided as required by ordinance,” wrote Fritzen. “The application was reviewed by the Maplewood Police Department to review the equipment involved (ie: trucks, personal vehicles, and any parking needs). The Maplewood Police Department does not evaluate the content of what is being filmed.”
Fritzen added, “Maplewood is a filming friendly community and very popular with companies and producers.”
When asked if the town received any complaints about the shoot, Fritzen replied, “I received one call. I told the resident that I appreciated his input (as he was in Roman Gourmet during the filming) and that we do take all comments received following any filming experience in the Township. He was fine with my explanation and appreciated the opportunity to speak with me.”
Chief of Police Robert Cimino said that “the Maplewood PD records indicate that the department received a telephone complaint from one individual regarding the filming activity by ABC on 10-21-2014.”
