During the summer of 1999 I visited Paris and carried out the following experiment at the Louvre. On two consecutive Fridays I stood in the corridor of the museum outside of the room that houses the Mona Lisa (or "La Gioconda") and engaged visitors to the museum as they approached the doorway to the room. I offered visitors $10 US and a postcard of the Mona Lisa if they would NOT go in to see the painting. I carried out numerous conversations with people from all over the world. For the first hour everyone refused and I thought the project would be a failure. I began photographing people who refused my offer (thinking that would be everyone). Then one person accepted the offer and then another and another. The second Friday I returned with some cash and with post-card sized watercolor copies of the Mona Lisa which I offered people as an alternative to the $10. All together 11 people accepted my offer and perhaps 300 did not.