To promote Now You See Me: Now You Don’t, Lionsgate transformed New York City into the stage for a live street magic stunt inspired by the Horsemen’s signature blend of mystery, misdirection, and spectacle. The campaign began with cryptic flyers and social posts inviting fans to watch “our friend Jesse Eisenberg do a magic trick,” without revealing who Jesse was, where the performance would take place, or what it was promoting. As speculation spread online, the campaign shifted locations and dropped new clues, inviting fans to become part of the mystery before the event even began. The payoff took place at Hudson Yards, where Jesse Eisenberg surprised hundreds of fans with a live street magic performance that gave audiences a front-row seat to the kind of real-world illusion the Horsemen are known for. The final reveal embodied the franchise’s Robin Hood spirit, as every attendee received tickets to a surprise advance screening of Now You See Me: Now You Don’t. By turning the campaign itself into an illusion, Lionsgate invited fans to step inside the world of the Horsemen and experience the magic for themselves.