I believe that if you are going to present a Blockbuster exhibition
like that of Van Gogh, then by all means "take advantage" of the potential profits that can be
acquired from sales and promotion! Increasing revenue might not be
the objective of alot of not-for-profit museums but that shouldn't
deter them from creating a surplus in one year.  Museums today should
look to the Guggenheim Museum as an example of how for profit
principles are being applied to not-for-profit organizations
successfully.
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