More than 41,000 advance tickets have been sold for Frida: The Making of an Icon, making it the highest pre-selling exhibition in Tate Modern's history. The previous record was held by David Hockney in 2017 with 32,000 advance sales.
Record-Breaking Demand
Catherine Wood, Tate Modern's interim director, expressed surprise at the overwhelming response. "We're pretty blown away by it," she told the Guardian. The exhibition opens on 25 June and explores the life and art of the iconic Mexican painter.
Blockbuster Exhibitions Resurgent
The enthusiasm for Kahlo is part of a broader trend. The British Museum is preparing for the Bayeux tapestry exhibition in September, which has already caused website crashes due to high demand. The National Gallery's recent Van Gogh show attracted 334,589 visits, its most popular ticketed exhibition ever.
Wood noted that blockbuster exhibitions serve as "trust builders," encouraging audiences to explore free displays and discover new artists. "We always try to think about how we can curate these shows in ways that speak to the next generation and contemporary issues," she said.
Why Audiences Flock to Originals
Museums believe visitors value seeing original works in person despite digital reproductions. "You can find images of Frida online or in books, but people want to be in the room with the original painting," Wood explained. She added that Kahlo's feminism, gender-fluid identity, and personal story resonate deeply with diverse audiences.
Wood also linked Kahlo's popularity to a search for authenticity in uncertain times. "People are looking for forms of continuity and stability, for figures who are bold in owning their own life experience," she said.
Financial Pressures and Healthy Competition
Museums face rising costs and constrained funding, making successful exhibitions vital for income and membership growth. "Half of our audience are members, and their loyalty is so important to the economy of Tate," Wood said. She acknowledged "healthy competition" among galleries, adding that more great shows enlarge the art audience.
Tate's current Tracey Emin exhibition, A Second Life, has attracted 234,000 visitors since February. An upcoming exhibition on 90s art and fashion, curated by former Vogue editor Edward Enninful, is expected to appeal to nostalgic audiences.
Mixed Recovery in Visitor Numbers
Despite the success of blockbusters, overall visitor numbers across UK attractions remain 7% below 2019 levels, according to Bernard Donoghue of the Association of Leading Visitor Attractions. "The post-pandemic recovery has still not been fully achieved," he said. However, he noted that "the fear of missing out is back with a vengeance," citing sold-out shows like Van Gogh at the National Gallery and Marie Antoinette at the V&A.
