A Genre is a Promise

For most exhibition projects, inventing a new genre (or, easier, a sub-genre) is not in the cards.

But if we are going to stick with an existing genre, we'd better commit. Because genres, regardless of medium, are all about creating expectations.

Remember the “Lone Ranger” remake years ago? Johnny Depp played Tonto.

You might not. It flopped.

It flopped because of the gap between what the audience expected and what they got. Given the name and the ads, they expected a classic western reboot. But they got a comedy-action movie, and that disappointed them.

(Culturally insensitive casting maybe didn’t help?)

For exhibitions, genre expectations are critical. Veer too far, and you can expect problems. Stick closer, and you’re safer.

For example:

A natural history museum better have lots of specimens. Fossils. More to the point, big dinosaur skeletons in action poses. Make it mostly photo galleries, and you won’t need that membership desk as much.

A digital immersive art show better have lots of rooms with big trippy projections. Make it mostly actual art, and ironically, you’re playing with fire.

A science center better have a lot of hands-on things for middle schoolers. Too many wall charts on astronomical redshift, and you won’t be using all that bus parking.

Here’s the thing:

Your chosen exhibition genre is a promise to meet certain expectations. Think carefully before you break that promise, intentionally or not.

Remember Tonto.

Warmly,
Jonathan

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MtM Word of the Day:
Genre expectations: The familiar conventions and experiences visitors expect from a particular kind of exhibition. Meeting them makes an exhibition feel satisfying and easy to understand. Breaking them can also work. But you might disappoint your visitors unless you make the departure very clear and intentional.