MoMA spokeswoman Kim Mitchell told the Wall Street Journal the video is “an effort to highlight the museum beyond just listing upcoming exhibitions.”
She added: “We wanted to try to convey to audiences of all ages that there may be something that they may not have thought of in a museum visit.”
It’s a lovely minute-and-a-half video, starring Meryl Streep’s son Henry Gummer, developed by the boutique ad firm, Taxi New York.
Too bad the wrong audience is going to love it. People of all ages will not watch this video; fans of MOMA and modern art will.
Take a look: