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Museum of Modern Art Sees Movie Premieres As PR Opportunity

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[Tim Burton premiere photo by Michael Locasiano 2009.]

This post was written by Nancy Lazarus, consultant and new contributor to PRNewser.

New York’s Museum of Modern Art (MoMA) has become a venue of choice for movie premieres and benefits in recent years. Rolling out the red carpet is a major transformation for the museum, whose prior events had been limited to staid black tie affairs for their art exhibit openings.

That changed after the museum’s renovation, when they hired new staff to oversee special programming and events. The museum’s communications, special programming and events staff spoke at PRSA New York’s panel on experiential marketing and buzz-worthy events held at MoMA on Thursday evening.


Since MoMA has a film department they decided that movies would be a good vehicle to promote the museum. In certain cases, movie scenes have even been filmed there, such as Sex and the City. When the museum holds premieres, they are lively evenings, complete with paparazzi, parties and plenty of tweeting.

According to Nicholas Apps, Director of Special Programming and Events at MoMA, the museum has several raw spaces that can be transformed to any desired theme, and special attention is paid to the design elements. For the premiere of “It’s Complicated,” the California caterer where Meryl Streep‘s character worked was re-created for the event.

Sometimes the museum tones it down and sticks to more casual, subdued themes, especially this year in response to the recession.

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