More than 41,000 advance tickets have been sold for Frida: The Making of an Icon, making it the highest pre-selling exhibition in Tate Modern's history, surpassing the previous record of 32,000 for David Hockney in 2017. The exhibition opens on 25 June.
Record-Breaking Demand
Catherine Wood, Tate Modern's interim director, said the gallery was "pretty blown away" by the response. The enthusiasm surrounding Kahlo is not isolated, as Britain's museums are witnessing a resurgence of blockbuster exhibitions despite pandemic fears.
Bayeux Tapestry and Van Gogh
The British Museum gears up for the Bayeux tapestry, which goes on display from 10 September. Demand for pre-sale tickets was so high that the museum's website crashed. At the National Gallery, a recent Van Gogh exhibition became its most popular ticketed show ever, attracting 334,589 visits.
Wood noted that predictions about the decline of blockbusters have been proved wrong. "We think of them as trust builders, so that audiences will also come into our free displays and discover amazing artists they might not know," she said.
Why Major Exhibitions Appeal
Museums believe visitors value seeing original works in person. "You can find images of Frida online or in books, but people want to be in the room with the original painting," Wood said. She added that Kahlo's feminism, gender-fluid identity, and boldness resonate with many.
Financial Importance
Successful exhibitions are increasingly important for museum finances. Wood said major shows are "absolutely" important to Tate's economy, with half of their audience being members. There is healthy competition among galleries, which enlarges the audience for art.
Other crowd-pullers include Tate's current Tracey Emin exhibition, which has attracted 234,000 visitors since February. An upcoming exhibition on 90s art and fashion curated by Edward Enninful is also expected to appeal broadly.
Post-Pandemic Recovery
Overall visitor numbers remain 7% below 2019 levels, according to Bernard Donoghue of the Association of Leading Visitor Attractions. However, the fear of missing out has returned, driving demand for major cultural events. "The right story, told well and capturing the public imagination, can electrify and excite audiences," he said.
