ATTENTION SHOPPERS: ACTION! MADONNA STOPS GROCERY-CART TRAFFIC SHOOTING NEW FILM.

Byline: Donna Huffaker Daily News Staff Writer

Traffic at the normally bustling Jons Marketplace came to a near standstill Wednesday as Madonna filmed scenes for Paramount Pictures' ``The Next Best Thing.''

Of course, in true Los Angeles fashion, folks weren't stopping to gawk at the mega-famous Material Mom. They just wanted to park and get on with their grocery shopping - a task not so easily tackled when they had to park across the street or a block away.

Because the store was open for business during filming, customers had to navigate the parking lot like an obstacle course. A row of cars parked from the Western Avenue entrance to the front of the store provided one obstruction. The cars, mostly vacant, were to be used in an afternoon shot. But many of the store customers trying to drive through the lot didn't realize that and got in line behind them honking for them to move on. Honking a lot. Until they realized the cars weren't going anywhere.

Overall, the day's filming proceeded smoothly, said Glendale Sgt. Rick Young, who oversees film permits for the city.

City officials encourage Hollywood to film in Glendale, Young said, adding that there are about 140 filmings a year in the city.

``It brings people and potential business customers to the community who might not otherwise have come,'' he said.

Production companies also must pay film permit fees to the city. The Next Best Thing Productions Inc. paid nearly $3,700 to film inside and outside the Jons Marketplace for two days, Young said.

Those fees include the $150 application, $400-a-day use of city property, parking for the crew, a $75 Fire Department inspection fee, and salaries for an officer and sergeant in charge of traffic control.

The film stars Madonna and Rupert Everett, whose characters, Abbie and Robert, are best friends. The two would make a perfect couple but Robert is gay. Still, an evening of too many cocktails and a twist of fate turn them into parents.

They decide to live together as a family. It might not be the perfect family, but it's . . . the next best thing.

According to the film's co-producer, Marcus Viscidi, Jons market was chosen because of the shot requirements for the scene and for the large parking lot that accommodated the crew and its equipment. He said the city and Jons officials were ``extremely cooperative.''

Representatives from Jons were unavailable for comment.

Back in the southeast corner of the Jons Marketplace, Madonna stood underneath an umbrella while grocery shoppers came and went.

Jons employees helped carry customers' bags to their cars, regardless of where they parked.

Gene Rouch of Burbank walked through the automatic doors of the business and headed to his car without a glance in Madonna's direction. The 87-year-old shops at the market once a week and usually parks right in front. The spot he found Wednesday was about 50 feet from the entrance.

``It's horse manure,'' Rouch complained.

Burbank residents Gilbert and Valentina Darbinyan were less critical.

The Darbinyans frequently shop at Jons, which features a large selection of international foods.

The couple peeked at the set long enough to catch a glimpse of Madonna, then continued on in search of vegetables, bread and eggs.

``It's cool. But this is L.A.,'' Valentina said.

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2 photos

PHOTO (1 -- 2) Entertainment icon Madonna, above, shields herself from the ravages of the sun Wednesday on the set of ``The Next Best Thing'' in Glendale. At right, a film crew occupies the parking lot of the Jons Marketplace.

Hans Gutknecht/Daily News