The actors gave a heartbeat to the MFA. They excited a curiosity among those who were out exploring the city. The responses ranged from: “What a good idea – you look fabulous!” to “I hadn’t heard of the exhibit, but I am definitely going” to “You look like you walked right out of the painting!”. The placement of the actors in high traffic tourist venues like Faneuil Hall enhanced the reach and effectiveness of the campaign.

More than 75,000 visitors attended the exhibit. With a $20 ticket price, that was significant. The only other U.S. venue, the National Gallery, hosted just 103,000 visitors despite free admission. The MFA’s daily attendance received an average 35% boost within days following the actors’ appearances throughout the city.