Schnucks Is Stage for Film Honoring Sport of 'Aisling'

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Schnucks Is Stage for Film Honoring Sport of 'Aisling'

A Schnucks Supermarket in Columbia, Mo., is prominently featured in a new film showcasing the first-ever national “Aisling” championship.

The film, titled “American Shopper,” includes dozens of Schnucks shoppers dancing in the aisles for a chance to win the $10,000 prizes in the fictional sport of “aisling.”

Billed as a “hybrid documentary,” or a film that combines documentary techniques with elements found in narrative films, “American Shopper” documents the introduction of “aisling,” a sport that promotes self-expression through creative supermarket shopping, and, in a larger sense, celebrates the human desire to rise above the ordinary, said the directors, Tamas Bojtor and Sybil Dessau, who also said they had created the idea of “aisling.”

The film follows eight “aislers” as they modify shopping carts, create costumes, and rehearse routines in preparation for the 1st National Aisling Championship, which takes place in the Schnucks’ Columbia, Mo, store. Through their journeys, the competitors reveal why they “aisle.” For some, it can be a way to break away from life-long patterns, while for others it’s a path to redemption and realizing their full potential, according to the film.

“American Shopper” is available on DVD from Cinema Libre. Select Schnucks stores are carrying the DVD at a “special introductory price” of $9.99.

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