The four-city tour of King Tut in the US that begins next week in Los Angeles is a marketing extravaganza. “Little about Tut II is like anything the museum world is used to, let alone the museum world of 1976-1979 when Tut virtually invented the blockbuster museum exhibit. For Tut II, museums are merely the venues, not the prime organizers, in large part because no museum could afford to insure the exhibit for its official value of $650 million. Also, Egypt has become a savvy negotiator determined to squeeze as many dollars out of Tut as possible.”