The Future of Blockbuster Exhibitions After the Covid-19 Crisis: The Case of the Dutch Museum Sector

Abstract This article deals with the long-known vulnerability of the blockbuster exhibition business model, which is defined as an exhibition that receives major loans, aims to attract a large body of visitors and uses marketing methods to achieve this. In light of the current Covid-19 crisis, which resulted in the closure of museums, blockbusters have become especially problematic. This article addresses to what extent – and for which types of museums – it will continue to be feasible to organise blockbusters in a post-Covid era. In research conducted on behalf of the Dutch Museum Association in 2020–2021, interviews with representatives of 14 Dutch museums were held, in addition to desk research. This research focused on the impact of the crisis on blockbusters and related phenomena such as scheduling and financial struggles, improvement of online platforms and the system of governmental support. Based on the data, conclusions were drawn regarding the viability of future blockbusters in different types of museums in the Netherlands. The article demonstrates that the crisis had potential to serve as a catalyst for changes that were already well underway. The constant growth that has taken place in the museum sector in the past few years appears to not be sustainable, especially if museums continue to compete for visitor numbers while overlooking the visitor experience. In this light, the Covid-19 crisis might serve to facilitate positive transformation, which could in turn enforce the speed of a much-needed shift in the museum sector; nonetheless, the results of this research show otherwise.