no such thing as bad publicity

Los Pollos Hermanos

File under sad, but true: a fast-food burrito chain where a fictional drug trafficker runs his organization has become one of Albuquerque, New Mexico’s more improbable tourist attractions. As “Breaking Bad” finishes filming its final season in the city, the popular show has brought about a major boost to the local economy – yet it’s also creating a dilemma for tourism officials having to consider the ultimate cost of exploiting their city’s ties to a show that centers around drug trafficking, addiction and violence. (The show follows the fictional character of Walter White, a high school chemistry teacher turned meth lord.) While other popular television shows such as “Sex and the City” and “Seinfeld” have spawned a veritable cottage industry of location-based tours, “Breaking Bad” has provoked a pattern of drug-themed products springing up around town. The Candy Lady store recently capitalized on the show’s popularity by selling blue “Breaking Bad” meth treats – sugar rock candy that looks like the meth sold on the show. And the Great Face & Body shop developed a new line of blue bath salts called Bathing Bad. (For the record they are not the street drug known as bath salts.) Meanwhile, Masks y Mas Mexican folk art store near the University of New Mexico sells papier-mache statues of La Santa Muerte — Mexico’s Death Saint who counts drug traffickers among her devotees. (During the chilling opening of the show’s third season, a pair of cartel assassins is shown crawling to the saint’s shrine in Mexico to request some divine help.) Tourists are also flocking to sites that before the show were unknown and unimportant: the suburban home of White, played by Bryan Cranston; a car wash that’s a front for a money-laundering operation on the series; a rundown motel used frequently for filming; and the real-life burrito joint, Los Pollos Hermanos, which is a fast food chicken restaurant on the show. “It’s raised the visibility of the city,” said Tania Armenta, a vice president for the Albuquerque Convention & Visitors Bureau, which created a website of the show’s most popular places around town to help tourists navigate. But whether it’s a perception tourists might come to equate with, say Ciudad Juarez, remains to be seen. Until then there’s apparently no such thing as bad publicity.

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