But something else is a natural heir: The MFA’s increasing reliance on corporate sponsorships for its so-called artistic offerings.
Exhibit Umpteen: This Boston Globe ad from the MFA’s current blanket marketing campaign.
The fine(anced) print:
“Mario Testino: In Your Face” is co-sponsored by Swarovski and Stuart Weitzman.
“Mario Testino: British Royal Portraits” is co-sponsored by Stuart Weitzman and Swarovski.
Sponsored by Sheraton Boston Hotel. Additional support provided by the Benjamin A. Trustman and Julia M. Trustman Fund.
That last is for the Kings, Queens, and Courtiers exhibit, a modest showing that “serves as a complement to and provides a broader historical context for Mario Testino: British Royal Portraits on view concurrently in the Ritts Gallery.”
See? It all fits together like a watch.
Or at least the way a watch used to fit together.
So what do the sponsors get out of this arrangement?
And the MFA?
Major bucks for promotional opportunities.
The only question is: At what price?