The Clerks director purchased Jay and Silent Bob's Secret Stash in Red Bank back in 1997 and he's now shining the spotlight on the store in upcoming programme Comic Book Men.
The show will feature the star's boyhood pals, whom Smith hired to operate the business on a daily basis, interacting with customers and buying and selling trade memorabilia.
The Dogma creator will also make a number of guest appearances and Smith believes the show, which debuts on U.S. network AMC on Sunday (12Feb12), will be a big hit.
He tells the New York Daily News, "Geek culture is mainstream right now. The subculture has become pop culture."