«Museum Night» as a successful example of museum communication

The article examines the world famous action «Museum Night» as one of the successful examples of museum communication. This event, as a rule, is held on the International Day of Museums and is one of the ways to create a positive image of the museum, its popularization and advertising. The author presents the history of the emergence of this action, tells about the peculiarities of its implementation in several countries of the world, in particular, focuses on the experience of Ukraine’s neighbor, Poland. The text demonstrates the degree of attraction of Ukrainian museums to the «Museum Night», shows interesting attractions that were offered to visitors in 2017–2021. It has been proved that the «Museum Night» action is gaining more and more popularity in the world and in Ukraine every year, that not only museums, but also cultural and educational institutions, in particular art galleries, Academies of Sciences, universities, libraries, mass media, are joining its holding more and more actively. It was noted that most often in the «Museum Night» free admission to institutions is offered or a reasonable price for a ticket is set. Among the most popular activities are presentations of books and clothing collections, master classes and quests, theatrical performances, concerts, movie screenings. An attention to the difficulties in holding the «Museum Night» in Ukraine and the world is drawn. In addition to the restrictions on museums related to COVID-19, economic difficulties in Ukraine are added to the global pandemic: insufficient funding from the state, low involvement of sponsors (especially in the provinces), passivity of ordinary citizens, underdeveloped infrastructure, in particular transport, insufficient use of advertising opportunities