This article presents a cost-benefit analysis of the new Museum of Image and Sound (MIS) the State Government of Rio de Janeiro, in partnership with the Roberto Marinho Foundation, is building in the city of Rio de Janeiro. The museum will expand the collection of the carioca (Rio de Janeiro residents) cultural production, as much in regards to its history as to its future production. Our study initially estimates the benefits associated with the new museum regarding (i) the value for non-use, or cultural ends, and (ii) the value for tourist use, using the contingent valorization method, following recommendation and procedure estimates established in literature, especially in order to control biased tendencies and protest. When comparing these benefits to their respective implantation costs, we estimate an internal return rate of between 25.5% and 54.8%, indicating that the plan for the new MIS is highly feasible in the social sense. #ArtsCultureandAudiences #2012Conference #CostsEffectivenessBenefitsandEconomics