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* Dr. Ruth Rentschler will give a speech at the conference
* Date:2014-03-26 * Hits:1290
Speech tile, abstract, and bio show as follows:

Blockbuster Entertainment: When Disneyland comes to the Museum

Ruth Rentschler OAM
Deakin University
Museums and galleries are an important segment of the creative industries, with blockbuster exhibitions increasingly being used as points of difference between them. Blockbuster exhibitions held in museums and galleries provide hedonic experiences structured as events whose primary raison d’être is communication to a wide public. Yet we know little about the characteristics of the blockbuster from a scholarly marketing perspective.
Using extant literature, interviews and content analysis within the case study format, this key note address has three aims: (i) to identify the drivers of a blockbuster strategy (ii) to contribute to the controversial discourse on blockbuster entertainment in museums; and (iii) to explore how museum professionals can use marketing methods without selling out to  blockbuster entertainment in the eyes of their fellow museum professionals.
Use of the term blockbuster is contested within museum discourse. Hence, the museum literature has been almost silent on the blockbuster sub-brand from a marketing perspective. This key note address provides an exemplar for institutional learning on how to initiate and manage blockbuster exhibition strategies, while straddling the need to legitimacy and authenticity within the museum profession.
Taking case examples from blockbuster exhibitions in Australia, the address provides approaches to implementing a high-risk strategy for these major events. They require leadership, entrepreneurial skills, partners, big budgets and the ability to fly in the face of conventional thinking in the museum domain. This entails being prepared for criticism from museum professionals who do not support blockbuster entertainment as it is perceived as “selling out.”

Ruth Rentschler (BA Hons Melb; PhD Monash) is Chair and Professor, Arts & Entertainment Management, Deakin University, Melbourne. She is also Chair Academic Board, Deakin University. She is a widely-published marketing academic, with a number of books, consultancy reports, journal articles and key note addresses to her name. Some marketing books include: Innovative Arts Marketing, The Entrepreneurial Arts Leader, Museum Marketing in a Global Marketplace. She has a book on Arts Governance: People Passion Performance in press with Routledge London. She has received a number of awards, including best paper awards at refereed conference, the Vice-Chancellor’s Award for Outstanding Service, the Deakin Students Association Award for best doctoral supervisor, and the Faculty of Business & Law Award for Outstanding Research. She was honoured by the Australian Government in 2012 for services to education, to the arts and to the community.
  • Dr. Ruth Rentschler