Tate Modern has announced that its upcoming exhibition "Frida: The Making of an Icon," opening on 25 June, has sold over 41,000 advance tickets, making it the highest pre-selling exhibition in the museum's history. The previous record was held by David Hockney's 2017 show with 32,000 advance sales. The British Museum also reported record demand for its upcoming Bayeux tapestry exhibition, with its website crashing due to high traffic. Other major shows, including Van Gogh at the National Gallery, have similarly drawn huge crowds, suggesting a resurgence of blockbuster exhibitions despite pandemic-era fears.
This trend matters because it signals that the blockbuster exhibition model is far from dead, contrary to predictions that the pandemic had permanently changed audience habits. Museums see these shows as "trust builders" that draw visitors into free displays and introduce them to lesser-known artists. In an age of digital reproduction and streaming, audiences increasingly value seeing original works in person. The popularity also reflects a public hunger for shared cultural experiences and authentic figures like Frida Kahlo, whose life resonates with contemporary issues of feminism, gender identity, and disability. Financially, successful exhibitions are crucial for museums facing rising costs and constrained public funding.