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The Rise of 24-Hour Events

The opening of the Linde Family Wing for Contemporary Art at Boston's Museum of Fine Arts
The opening of the Linde Family Wing for Contemporary Art at Boston's Museum of Fine Arts
Photo: Genevieve de Manio

Lately, the hottest way to garner attention for events and fund-raisers is to keep the party going all night long. Recent all-day events include Boston-based sketch comedy troupe Improv Asylum staging a 24-hour-long performance and live auction to benefit Globe Santa. Cotton Inc. promoted its “Fabric of Our Lives” television campaign with a 24-hour outdoor runway show in South Beach. The Museum of Fine Arts in Boston celebrated the opening of the Linde Family Wing for Contemporary Art with a 24-hour bash that included performance art, a dance party, and a morning yoga session.