Death  by  Cura,on  (Why  the  blockbuster  exhibit  isn’t  

quite  so  special  anymore)      

Colleen  Dilenschneider  IMPACTS  Research  &  Development  

The  myth  of  the  Blockbuster  exhibit    It  sounds  nice,  but  here’s  what’s  really  happening…  

1.  Misunderstanding  2.  Dependency    3.  AlienaJon  4.  DepravaJon  

•  The  museum  comes  to  believe  that  it  can  only  make  more  money/aMract  more  people  if  it  has  a  “blockbuster”  exhibit  –  See  aMendance  spike,  want  more!  

Misunderstanding  

Dependency  

•  If  the  exhibiJon  is  successful,  then  the  sequel  must  be  more  grand  (and  usually  more  expensive)  

Sequels  (almost  always)  cost  more!  

0  

50,000,000  

100,000,000  

150,000,000  

200,000,000  

250,000,000  

300,000,000  

Batman  Begins  (2005)   The  Dark  Knight  (2008)   The  Dark  Knight  Rises  (2012)  

*  CumulaJve  inflaJon  between  the  release  of  “Batman  Begins”  and  “The  Dark  Knight  Rises”  was  17.25%.    ProducJon  costs  increased  by  186%  within  the  same  duraJon.  

Aliena,on  

•  The  museum  trains  audiences  to  respond  to  blockbusters…NOT  to  develop  relaJonships  with  permanent  collecJons  –  In  a  study  of  5  art  museums  between  2007-­‐10:  •  21.8%  saw  “majority  or  enJre  collecJon”  •  50.5%  only  saw  the  special  exhibit  

Deprava,on  

•  The  museum’s  membership  also  becomes  reliant  on  bigger  and  beMer  exhibits  –  NaJonal  Awareness,  Adtudes  &  Usage  Study  –  Published  2011,  

Updated  2013  •  88.6%  of  lapsed  members  will  renew  “when  they  next  visit  the  

museum”  •  Of  those,  62.5%  say  they  will  defer  their  next  visit  to  “when  there  

is  a  new  exhibiJon”  

AEendance  by  year  (indicated  as  an  index  value  whereby  100.0  represents  the  20-­‐year  mean)  

0  

20  

40  

60  

80  

100  

120  

140  

160  

1992   1993   1994   1995   1996   1997   1998   1999   2000   2001   2002   2003   2004   2005   2006   2007   2008   2009   2010   2011  

“BLOCKBUSTER”  EXHIBIT  YEARS  

INDEX  VALUE

AEendance  and  exhibit  costs  by  year  (indicated  as  an  index  value  whereby  100.0  represents  the  20-­‐year  mean)  

0  

100  

200  

300  

400  

500  

600  

700  

1992   1993   1994   1995   1996   1997   1998   1999   2000   2001   2002   2003   2004   2005   2006   2007   2008   2009   2010   2011  

AMendance   Special  Exibit  Cost  

INDEX  VALUE

to  increase  sa,sfac,on  and  build  more  sustainable  connec,on  to  museums?  

Have  ques,ons  or  ideas?  Please  contact  me!    

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