Quantity versus Quality?

Over the past decade, structural changes is the way public art museums in the Netherlands are funded, have been taking place. This has forced museums to reconsider their economic strategies. This thesis explores the role of blockbuster exhibitions in this strategy, by placing blockbusters within the commercialization discussion. Through three case studies of large Dutch art museums, it looks at whether due to the recent changes, Dutch art museums have started to rely more on the income of these temporary exhibitions and if they have changed their exhibition policies. The paper concludes that although the shift towards commercial activities is evident, the core values if the museum remain intact. The subject matter remains at the center of the exhibition strategies, and money is a resource rather than an objective. Blockbusters are profitable for art museums, providing then with more stability, autonomy, and the opportunity to experiment.