Now You See Me director jokes Louvre heist could be “greatest marketing ploy”

The director of Now You See Me: Now You Don’t and its cast have responded with amusement to viral speculation that the recent Louvre Museum jewelry heist was actually a promotional stunt for their film.

The film, the third installment in the illusion‑heist series, released its teaser amid the buzz.

The timing and dramatic flair of the Le Dome burglary drew comparisons on social media to the fictional capers of the Four Horsemen, the magician‑thieves at the center of the franchise.

Director Ruben Fleischer remarked, “Maybe there is something to this … maybe this is the greatest marketing ploy in the history of film and television.”

Filmed with returning cast members such as Jesse Eisenberg, Dave Franco, and Isla Fisher, the new movie follows the Horsemen on a globe‑trotting mission as they go against a crime syndicate for a diamond heist.

Despite the director’s lighthearted take, there is no evidence to suggest the Louvre incident was connected to the film’s marketing.

The comments, however, highlight how art and real‑world spectacle can intersect in the age of viral media.