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TYCOON Luxury Playing Cards

Produced in collaboration with Steve Cohen at the prestigious Waldorf Astoria Hotel.More Details

theory11 news for the month ofMay, 2013



2013 May


The new magic heist film NOW YOU SEE ME hits theaters this weekend. Here’s a chance to win a BRICK of Monarchs just for seeing the movie…

The movie has an all star cast of Jesse Eisenberg, Isla Fisher, Morgan Freeman, Michael Caine, Mark Ruffalo, Dave Franco… and our very own Monarch Playing Cards. Monarchs are featured throughout the film, so we thought it’d be fun to give YOU a chance to win some decks just by seeing the film.

This week only, post a picture on Instagram with your “Now You See Me” movie ticket AND deck of Monarchs (or your favorite playing cards). Your ticket and your deck in one picture. Tag your picture with #theory11 and #nowyouseeme so we can find your entry! EXAMPLE

Deadline is Sunday, June 9th at 11:00pm EST. What’s up for grabs? A 12-pack of Monarch Playing Cards, shipped on the house, anywhere in the world – and 500 Elite Member Points! Winner will be selected at random by theory11. Tag your photo with #theory11 and #nowyouseeme to enter!

***UPDATE*** – Congrats to @HoJunLeeStation, the winner of a brick of Monarchs in our Now You See Me contest on Instagram!

Mastering Ten Tricks

Posted by Rick Lax on May 27th, 2013 in Articles


There’s an old story in magic that goes like this: A young hotshot magician walks up to and old master and brags, “I know over a thousand tricks.” The old master replies, “That’s nice. I know ten.”

Allow me to interpret: When the young magician says he knows 1,000 tricks, he’s telling the truth. But he “knows” these tricks on the most superficial level: He knows their secrets. He couldn’t perform these tricks to save his life. The old master, by comparison, “knows” ten tricks like the back of his hand. He’s performed each one for decades. Each one is a miracle.

Using the old master’s standard, the young hotshot magician probably knows zero tricks. The young magician doesn’t have time to perfect any tricks; he’s too busy learning the secrets to new ones.

So how many tricks should you know? And how do you arrive at these tricks? (more…)

theory11 in The Wall Street Journal

Posted by Jonathan Bayme on May 24th, 2013 in Articles


theory11 is featured today in The Wall Street Journal, the largest newspaper by circulation in the United States. The article spotlights one of the many unique ways that theory11 protects magic secrets.

Specifically, writer Ellen Gamerman talks about our Fake Exposure Contests, where theory11 members post fake exposure videos on YouTube – with ridiculous, hilarious methods – meant to make it difficult to find REAL exposure videos.

The concept began as a fun, lighthearted idea popularized by Rob Anderson and Rick Lax, but over the past two years, it has had a real, dramatic, positive effect on our fight against magic exposure. Read the article now on The Wall Street Journal website.

Now Available: Circuit by Zachary Heath

Posted by Michael James on May 24th, 2013 in General


Now Available: Circuit by Zach Heath. Place a ring on your finger and with a jolt of the wrist, it jumps from one finger to another.

A second jolt makes the ring jump to the next finger. You can jump finger to finger, and even skip fingers in between! There is no cover, no awkward movements, and no ditching.

Creating New Magic

Posted by Rick Lax on May 20th, 2013 in Articles

Guys like Daniel Garcia, Paul Harris, and Bizzaro think up amazing new tricks faster than the rest of us can even learn ‘em.

Calen Morelli invented a new trick every single day, for 177 days in a row.  How is that possible? How do magic inventors think up new illusions? (more…)

Jesse Eisenberg Exclusive Interview

Posted by Michael James on May 17th, 2013 in General

Now You See Me Interview with Jesse Eisenberg

Watch this exclusive interview where Andrei Jikh interviews Jesse Eisenberg… or does Jesse Eisenberg interview Andrei Jikh? Well, it’s a little of both!

Jesse Eisenberg stars in the upcoming magician heist film Now You See Me. Catch it in theaters May 31st, and watch the interview above to learn about the movie, the magic, and the playing cards used in the film: our very own Monarchs!

Performing with Style

Posted by Rick Lax on May 13th, 2013 in Articles


David Blaine is mysterious. Steve Cohen is classy. Juan Tamariz is crazy. Mac King’s goofy. Penn & Teller are clever. And Copperfield’s suave.

Seems like all the great magicians have unique performance styles. So how do you develop a style of your own? Start with the cliché: Be yourself. (more…)

Now Available: White Artisans

Posted by Michael James on May 10th, 2013 in New Releases

The latest edition of our critically acclaimed Artisan Playing Cards. Now available in an all-new, breathtaking White Edition.

Artisans are back – in pure white. Illustrated by Simon Frouws in South Africa, these premium playing cards feature gold foil hot stamped onto ultra-lux white paper.

See Details: White Artisan Playing Cards [don’t miss the video!]

Now Available: Artisan Spade Shirt

Posted by Michael James on May 10th, 2013 in New Releases

The Artisan Spade Shirt is printed on an ultra-soft black shirt made with 100% Premium Pima Cotton – accented with hot stamped gold foil.

Lightweight, slim, and comfortable – the perfect tee for summer. It is (literally) the softest shirt we’ve EVER felt. Made in the USA and in stock now for immediate shipping.

See Details: Artisan Spade Shirt by theory11

Mysterium: The Beginning of Bee

Posted by Jason England on May 8th, 2013 in Mysterium


You’ve probably never heard of Lewis Cohen. That’s not surprising, considering he was born over 200 years ago. Cohen was the first person to make lead pencils in America, and he invented a four-color printing process that revolutionized the manufacture of playing cards in the late 1830’s.

A son and two nephews of Lewis Cohen merged their respective playing card companies in 1871 and became the Consolidated Card Company. Calling themselves the New York Consolidated Card Co. a few years later, the group became a leading producer of playing cards in a very short period of time. (more…)

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