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MoMA Launches New 'Prime Time' Initiative, Offering Programs to New Yorkers Ages 65+

MoMA Launches New 'Prime Time' Initiative, Offering Programs to New Yorkers Ages 65+

The Museum of Modern Art launches Prime Time, an initiative offering an array of gallery conversations, film screenings, online courses, and more, designed to enhance cultural participation and provide opportunities for older adults to engage with modern and contemporary art. Free to New York City residents ages 65 and older, Prime Time's ongoing programs and events will cover a range of topics in the Museum's galleries and online. The initiative formally launches on Saturday, May 9 with a day-long event offering all visitors 65 and older free admission and a variety of interactive drop-in activities throughout the Museum.

"While museums may not be able to address all of the diverse needs of older adults, we believe we can contribute significantly to their quality of life through fostering a sense of well- being, connectedness, and purpose," said MoMA Director Glenn D. Lowry. "MoMA can be a place, both on-site and online, for older adults to be creative, learn, and socialize."

According to the City's Department of Aging, there are currently over 1 million people age 65 and over living in NYC, and by 2040, this number is expected to increase by nearly 50%. In developing the new initiative, MoMA consulted with many experts in the field of aging, convened an advisory group of older adults, and created partnerships with several community-based organizations that serve the city's older population. Among the partner organizations are the Department for the Aging's Grandparent Resource Center, The Martha Stewart Center for Living at Mount Sinai, Selfhelp Community Services' Virtual Senior Center, Visiting Nurse Service of New York, and Henry Street Settlement.

"Our six-month pilot phase helped us understand this diverse audience," said Francesca Rosenberg, Director of Community, Access, and School Programs at MoMA. "Older adults appreciate a warm, welcoming environment, opportunities to learn, and time to socialize, and Prime Time's offerings will reflect this."

In celebration of the launch month, MoMA is offering 50% off the senior ticket price of $18.00 to all New Yorkers 65 and older, and a $25 discount on new annual memberships throughout May.

For more information or updates on Prime Time activities, visit or call 212-333-1265.

MoMA Community and Access Programs:
Community and Access Programs at MoMA serve a diverse array of New Yorkers through partnerships with community-based organizations as well as visitors with disabilities, including individuals with developmental disabilities, visitors who are blind or have low vision, individuals who are deaf or have hearing loss, individuals with learning and developmental disabilities, and people with Alzheimer's disease. More information is available at

Public Information:
The Museum of Modern Art, 11 West 53 Street, New York, NY 10019, (212) 708-9400, Hours: Saturday through Thursday, 10:30 a.m.-5:30 p.m. Friday, 10:30 a.m.-8:00 p.m.
Museum Admission: $25 adults; $18 seniors, 65 years and over with I.D.; $14 full-time students with current I.D. Free, members and children 16 and under. (Includes admittance to Museum galleries and film programs). Free admission during Uniqlo Free Friday Nights: Fridays, 4:00-8:00 p.m. No service charge for tickets ordered on Tickets purchased online may be printed out and presented at the Museum without waiting in line. (Includes admittance to Museum galleries and film programs).

Pictured: Beyond the Cut-Out. Image courtesy MoMA.

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