11/09/2011 03:39 pm ET | Updated Jan 09, 2012

Latin American Art Is In High Demand, So Why Are Museums Struggling To Attract Latino Audiences?

The Latin American art market jumps into high gear this month. At Sotheby's auction house in New York, offerings include Rufino Tamayo's mouthwatering Watermelon Slices, estimated to sell for up to $2 million. Christie's has paintings by Diego Rivera, Fernando Botero, Wifredo Lam, and other big names. Meanwhile the Pinta art fair, opening Thursday across from the Empire State Building, hopes to entice buyers with classic Latin American modernism as well as the latest works by well-known (and emerging) contemporary figures. The five-year-old fair makes a particular commitment to helping art museums acquire these works--in a special program, it offers them up to $250,000 in matching funds.