The Hermitage "leased" will not be allowed on the mattress
ARTinvestment.RU 20 мая 2016

The lawyers of the Hermitage was forbidden to use the picture "Danae" in the advertisement of mattresses

"leased" by Rembrandt from the Hermitage collection has banned the use in advertising of mattresses. This was reported by the legal service of the Museum. The company that manufactures the mattresses, went to the Hermitage for permission, but she was denied.

"the Cultural content must be. Why-то unpleasant thought image of Danae in advertising orthopedic mattress, and we have asked permission to do so. There are many things that are abhorrent, and the Museum should form the artistic taste. We don't just want to profit from other income-generating activities, but we must also participate in shaping of General culture of society," — said the head of the legal service of the Museum Marina Tsyguleva.

According to Tsyguleva, each such request for commercial use of works from the Hermitage considering the special Commission.

Domestic firms do not always turn directly to the Museum for an official permission to use the images. This gives rise to problems. In 2015, according to the legal service of the Hermitage, was reached only 82 contracts with Russian organizations. While foreign contractors asked the Museum for permission 196 times — i.e. 2.5 times more often. In total for the year on the results of the rights to use the images from the Hermitage earned 17 million rubles.

the Material was prepared by Maria Onuchina, AI

Sources: online812.ru, rg.ru, newsru.com

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