Fans speculate Louvre heist may be viral stunt tied to Now You See Me 3 promotion
The daring Louvre Museum robbery that saw thieves escape with Napoleonic jewels valued at around $100 million has taken an unexpected pop-culture twist, as online fans now speculate the crime may be connected to the upcoming film Now You See Me, Now You Don’t.
I just saw someone saying that the Louvre was robbed as part of the now you see me movie promo and I laughed but I remembered that woody harrelson is in Paris and now I’m suspicious
As reported by TIME and Le Parisien, four masked suspects used a construction lift to access the Louvre’s Apollo Gallery in broad daylight on October 19, escaping within minutes with eight historic jewels once owned by Napoleon’s family. The robbery, which unfolded near the gallery housing the Mona Lisa, has been described by France’s Interior Minister Laurent Nuñez as “a highly organized operation.”
However, in the days following the heist, social media users began linking the event to Now You See Me—a film series centered on illusionist thieves known as the Four Horsemen. The speculation grew after mysterious posters promoting a “magic trick” by actor Jesse Eisenberg appeared across New York City. The flyers bore the same logo used in the movie franchise and invited the public to a live “performance” at Tompkins Square Park.
What if the robbery at the Louvre is just a really elaborate piece of marketing for NOW YOU SEE ME NOW YOU DON’T https://t.co/OaGAjtQLsT
— Erin Edmondson (@edmonderin23) October 21, 2025Is the heist at the Louvre just promo for the new Now You See Me movie pic.twitter.com/6JRbA598iT
— elle (@ellediscovers) October 22, 2025We're going to find out that the Louvre Heist was an elaborate marketing stunt for the Now You See Me 3 movie
While no evidence connects the robbery to the film’s marketing campaign, online jokes and fan theories have framed the theft as “too cinematic to be real.” One viral comment read, “If this turns out to be promo for Now You See Me 3, it’s the best marketing ever.”
French authorities have dismissed any entertainment link, calling the Louvre incident “a criminal act” that endangered national heritage. The jewels—considered unsellable due to their historical significance—remain missing, though one damaged crown was recovered near the museum.
Now You See Me, Now You Don’t is set to premiere on November 14, adding to the intrigue surrounding one of France’s most sensational art crimes in decades.