Examining original surveys and field observations of museum visitors demonstrate that media stereotypes - to which museums inadvertently contribute - promote vilification of mummies, which can invalidate demands for their removal from display. Jasmine Day shows that the curse's structure and meaning has changed over time, as public attitudes toward archaeology and the Middle East were transformed by events such as the discovery of Tutankhamun’s tomb. The riddle of the 'curse of the pharaohs' is finally solved via a radical anthropological treatment of the legend as a cultural concept rather than a physical phenomenon. A must for anyone interested in this ancient and mystifying legend.