Lionsgate surprised New Yorkers and fans nationwide by giving away $250,000 in digital payments as part of a stunt celebrating the official trailer debut of the studio’s new movie Now You See Me: Now You Don’t.

Times Square residents and tourists alike were met with a massive digital billboard flashing the words “Now You See Me,” a live countdown clock, and a mysterious phone number, inviting them to text or call for a surprise.

As the countdown hit zero, the billboard flipped to reveal: “Now You Don’t” and fans who had participated received a surprise text with a link to the brand-new trailer as well as instant cash prizes, courtesy of The Horsemen, which is the name of the magicians at the film's heart.

Franchise newcomers Ariana Greenblatt, Justice Smith, and Dominic Sessa joined the event in person to help stage the visual "heist" in the heart of Times Square.

‍Now You See Me, Now You Don’t is the third movie in a franchise that started in 2013. It stars Jesse Eisenberg as a magician, Atlas, who leads a group of illusionists who steal from the rich and give to their audience members. The film also stars Woody Harrison, Isla Fisher, Dave Franco, Rosamund Pike and Morgan Freeman.

‍Now You See Me, Now You Don’t will be released in theaters on November 14, 2025.