When scouts for the locally shot Demi Moore-David Duchovny movie “The Joneses” went searching for a high-end salon for a few of the scenes, they stumbled into perfection at Muse Salon in Alpharetta.
The 3,000 square foot, 34-chair spot owned by Jody Mason and Daniel Jones was seriously ready for its close-up.
During a recent publicity stop in Atlanta, director Derrick Borte praised the salon for a great collaboration.
“They were wonderful. They really rolled out the red carpet,” Borte told us during an interview. “It had a great look to it. The stylists all looked great. It was Daniel, especially, who said, ‘I want to help you guys. What can I do?’ ”
Shot largely in Alpharetta, “The Joneses” is a dark comedy about consumerism run amok and the creepy influence of strategic stealth marketing. The scenes featuring Muse show Moore’s character getting gorgeous and drumming up business under the guise of making new friends, and later smiling with approval as products she recommended begin appearing on the salon shelves.
Jones said the salon was approached in September of 2008 and filming began later that fall. “We knew we would be giving up revenue,” Jones told us. “But we thought, how many times are you going to have the opportunity to film a movie?”
He enjoyed spending time with the cast, saying Moore is even prettier in person than she is on screen and that Amber Heard visited the salon several times while the filming was going on. “She absolutely loved getting her hair done here,” Jones said.
In keeping with the salon’s philanthropic philosophy, Jones and Mason declined the offer of a location fee, asking instead that the money be donated to the Atlanta 2-Day Walk for Breast Cancer. The production company matched the fee, resulting in a larger donation.