It's a fire! No it's not. It's a movie being filmed in North Attleboro

Now, the former Babies R Us building next to Target in North Attleboro is the scene for filming of a movie including some special effects that resemble a fire.

Fire Chief Chris Coleman said the filming of the movie, called “Black Friday,” began outdoors on Wednesday night and will continue into next week. The film crew has been working inside the building the past couple of weeks.

The crew is using a smoke machine and electronic light signs to make it look like the building is on fire. The special effects are projected on a white board that make it appear the building is on fire.

“This is all special effects and there was no fire,” Coleman said.

The smoke machine sent clouds of smoke across nearby Route 1 on Wednesday night. The fire chief said the fire department received about 20 911 calls reporting a building fire.

“We have been in contact with the production crew and they will notify us in the event of an emergency,” Coleman said.

Firefighters will be on scene on a detail as the special effects will involve a fire tube and the use of propane gas. The production company has obtained a permit for its use, he said.

“Black Friday” is a movie about a group of toy store employees must protect each other from a hoard of parasite infected shoppers, according to the movie website IMDb. It is directed by by Casey Tebo and written by Andy Greskoviak and stars Devon Sawa, Ivana Baquero and Bruce Campbell.

During the beginning of the new year, movie crews for “Don’t Look Up” are scheduled to film in North Attleboro but the production company is still finalizing permits for locations, Coleman said.

That movie has a star-studded cast including Leonardo DiCaprio, Meryl Streep and Jonah Hil.

In addition to Wheaton College, filming was done for the movie on streets in Boston.