New developments in museum marketing... in London

Photo of the British Museum from www.blank.org

From the New York Times, "At the British Museum, It's Dinner and a Masterpiece":

The old stereotype that British people, if they see a line forming, will immediately stand in it, has been getting some fresh reinforcement at The British Museum here where a blockbuster exhibition has been created around some relatively small works. The hubbub should be no surprise given that the artworks in question, however diminutive in scale, are by Michelangelo (1475-1564), an artist whose last solo engagement at this museum was some 30 years ago.

Since "Michelangelo Drawings: Closer to the Master" opened in March, such has been the public enthusiasm that The British Museum has announced that it will keep the galleries open until 10 every night in the show's final week, June 18 through 25. Taking things another step — or rather two hours — further, on Saturday nights this month the exhibition remains open until midnight, taking the august institution into the city's lively nightlife realm for the first time.

On these evenings, along with the stunning selection of 90 drawings by Michelangelo — ranging from Annunciations, Crucifixions and lamentations to more than a few muscle-bound male figure studies — the museum is also serving Italian antipasti, desserts and wines at special stands in the Great Court. For the next two weeks, dinner and a masterpiece will be a viable option to the more typical cinematic Saturday night date.

For about 5 or 6 years, I've been saying that DC should devote some of its tourism tax monies to extending the hours of the Smithsonian Museums, to maybe 9 pm, as part of the cultural and tourism promotion agenda of the city.

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