A vivid illustration of how the presence of the first persons dramatically increases the cultural status of the event and increases the interest of the public

Brief background of the issue. Exhibition of Valentin Serov in the Tretyakov gallery opened to the public on 7 October 2015. People liked it, the attendance was good, but nothing more. The show was long, almost 4 months, on schedule and was completed on 17 January 2016, and then was extended until 24 January.

But the unexpected happened: a week before closing on January 18, the exhibition was visited by Vladimir Putin. Press-служба published photos of the President. And soon began what-то utter.

To the exhibition is lined up a huge queue. The organizers were forced to cancel e-tickets, which did not help to get to the Museum faster. So much so, that on the third day after the visit of the President suffering, having stood a few hours in the cold, broke down the door in TG, in order to have time to get to closing.

This has given to us. And then began all pelewensis — authorities launched a near field kitchen, but porridge soon ran out, leaving only the tea. In General, all not thank God. Phantasmagoria continued, while the leadership TG is not promised to serve until the last customer leaves, and then extended the exhibition first for a week and then another week.

Soon the flow of people decreased. A field kitchen was bored. But "turn on Serov" has healed his own life, turning into the Internet-мем. Caught fire in several places, but one of the main points of folk art was the Facebook Andrey Borzenko from the merchant-Weekend: ""Turn on Serov" — is such brilliant news chronotope. Waiting for messages ..." "Truckers joined the queue for Serov". "The Moscow authorities announce end of turn on Serov". And, of course, the denials from Peskov, gifs with Travolta. The post gathered more than 5,500 likes and more than 550 comments. And suddenly the people supported the face of the absurd "news" of his own composition, which would envy harms and Vagrich Bahchanyan.

• Anton Siluanov: Turn on Serov reached the bottom.
• Putin asked Assad to go in turn on Serov.
• Kudrin: Peak queue Serov is yet to come.
• Roskomnadzor has blocked turn on Serov.
• the Amur Tiger and the goat Timur were seen in the queue for Serov. Stand together with everyone and from time to time arrange merrymaking, so people are a little warm.
• queued on Serov arrested the instigators of porepunkah movement "Antiserum".
• the Authorities authorized the turn on Serov in Mitino.
• the court recognized the turn on Serov extremist organization.
• standing in line to Serov composed protocols on administrative article about the organization not being a public event of mass simultaneous stay and (or) movement of citizens in public places (article 20.2.2 Cao).
• Police rescued a man 14 years held in the queue for Serov.
• Putin called the collapse of the queues at Serov greatest geopolitical catastrophe of the XX century.
• , was found at a gas station congealing Turn on Serov, urgently looking for a good and responsible the pen, it's freezing, REPOST.
• Take the test and see if you can defend all on Serov.
• UNESCO: the Kremlin may lose its status as a world heritage city, if you turn on Serov will be installed on Borovitskaya square.
• queued on Serov started collecting signatures on the referendum on granting it the status of autonomy.
• Remember, Rochefort, there is no queue on Serov that I could put in the Bastille!
• According to the polls, waiting in line at Serova are 86 % of Russians.
• the President has designated the assistant turns on Serov.
• Peskov denied turn on Serov.
• Sakall in line for Serov.
• queue Length Serov as a factor in the volatility of the exchange rate.
• Bloomberg: China's Slowdown will lead to new queues at Serov in the first quarter of 2016.
• Russia denies that turn on Serov crossed the Ukrainian border near Donetsk.
• the St. Petersburg Parliament has passed a law banning the queue for Serov among minors.
• 50 TV shows that you might have missed while standing in line at Serova.
• Turn on Serov — is imposed stereotype.
• the Birth rate in the queue for Serov to 4 times higher than the Russian.
• the meeting at the Uralvagonzavod: "Stop feeding the turn on Serov".
• the Anthem turns on Serov: "I love you to tears".
• the words men who tried to jump the queue, — "I only see" — replied that there all just to see.
• Published a satellite image of Turn on Serov. "We conducted a detailed analysis of the image and no signs of tampering not found", — reported the First channel Vice-президент the Russian Union of engineers Ivan Andrievsky.
• Nikas Safronov Serov accused of deliberately Queuing and call it cheap publicity and unworthy of the painter. "I never would have done", — said Safronov.
• SARUNAS.
• Nicaragua were the first to recognize the independence of the Queues on Serov.
• do Not bring God to see the turn on Serov, senseless and merciless.

laughter Laughter, but the case is indicative. A good illustration of how the presence of the first persons dramatically increases the cultural status of the event and increase public interest. Take the same Antique shop. Lately it's been very tight with the first party. The salon seemed not to notice neither the Federal government nor the mayors, nor the Ministry of culture. Not come. And it's definitely not improve business-климат. But remember how several years ago he came Lyudmila Putin. Not at the opening, and so simple. What happened? About it wrote Newspapers, and the next day the public came to be much longer. This has an impact. Affects great. It is no coincidence that the opening of the exhibition BRAFA invariably come members of the Royal family of Belgium. Because they understand how important this is. Because it's the least they can do for their antique dealers, to national businesses, to enhance the prestige of the event and attract customers. We do not have. Avoid. Like if something happens.

Vladimir Bogdanov, AI

Sources: youtube.com, kremlin.ru, kp.ru, rusnovosti.ru, facebook.com, artinvestment.ru