To celebrate the tickets-on-sale moment for Now You See Me: Now You Don’t, Lionsgate and Think Jam set out to create a culturally relevant social moment that would drive mass awareness, excite existing fans, and introduce the franchise to a new generation. The objective was not just to announce ticket availability, but to embody the film’s core themes of illusion, surprise, and audience participation, rewarding fans in true Horsemen fashion by making the magic feel real. The campaign aimed to transform a traditional transactional milestone into an unforgettable fan experience that would spark conversation, urgency, and drive action.
To authentically bring the film’s magical DNA into social culture, we partnered with global illusionist and TikTok megacreator Zach King, one of the platform’s most recognizable digital magicians, with an audience perfectly aligned to the franchise’s tone. Zach created a custom “heist” video in his signature playful style, featuring stars Jesse Eisenberg, Ariana Greenblatt, Justice Smith, and Dominic Sessa. Hidden within the content was a real reward: a secret code unlocking free tickets to the film, embedded as part of the illusion itself. This transformed passive viewing into active participation, allowing fans to experience the thrill of discovery firsthand. By merging creator-native storytelling, talent integration, and a real-world payoff, the campaign blurred the line between content and magic, turning a simple announcement into a cultural moment.
In its first week, the video generated 12.5 million views, ultimately surpassing 31 million views across Zach King’s channels and official Lionsgate and film social accounts. More importantly, it drove meaningful fan action: over 10,000 free tickets were claimed within the first hour alone, demonstrating unprecedented engagement and urgency. The stunt generated widespread excitement across social platforms, successfully introducing the franchise to millions of younger fans while energizing existing audiences. By transforming a ticketing announcement into a participatory magical event, the campaign helped build momentum that contributed to Now You See Me: Now You Don’t opening at #1 at the box office.
