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This depends on a variety of factors (all of which are discussed in the video). Via either method, the effect is largely the same: the bottle slowly crushes by itself. The crush is pretty dramatic in either method - which is why we included both. In the instructional part of the video, you'll...

Dear Blindside, this video summarizes my reaction to watching the video you posted. Oh lord - that was about 6 years ago. I think I was 17 when that video was shot.

Both methods are included on one DVD - so there will be no download format on this one, just DVD. With good reason. If we only showed you the gimmicked method, you'd be left wondering how you could possibly perform this if you're at a party and left the gimmick at home. If we only showed you the...

One method is instantly repeatable, the other takes about 25 seconds of effort. This isn't the type of effect you'll want to do more than once for the same spectator, though. This is something that should be given proper build up, presentation, suspense. When the crush starts to occur, it should...

Kindred, Appreciate your support - thank you. We've got a lot of stuff in the works, but it doesn't mean much at all without the support and participation of everyone within this community. Welcome to the forums!

With solid presentation, absolutely. This could fly VERY well on stage - either method - as the sound of crushing (pop, crunch) adds a cool dynamic to the visual. They hear it crunch, they see it crush. Eleven hours remaining until tonight!

We didn't want to undervalue the effect. You're getting a gimmick, two brilliant methods, and an effect that is a reputation marker. But we didn't want to make it too out of reach, either. So we did a bit of an informal poll of our core team, and every single person thought that $34.95 was...

It's been 5 months in the making. It's been years in the creative process. And tonight, you can see it with your own eyes for the first time. You focus your attention. You stare with intent and precision. And suddenly, and slowly, the bottle begins to crush. They hear it. They feel it. It...

Four hours remaining. Make some popcorn, pull up a chair, enjoy!

Wishing everyone involved support and best wishes. As I think this thread has run its course, and to return to discussion of magic, we'll close this up.

Just to clarify this - Crush will work with just about ANY type of bottle, and some types of cans. Kind of hard to elaborate on this without exposing the effect, so I'll let the preview video speak for itself tomorrow night.

Both are extremely easy, but you may favor one method over the other depending on what kind of performing environment you're in. If you're the type that performs at casual parties for friends and doesn't want to carry around ANY gimmick, then the no gimmick method will be perfect for you. If...

There are TWO methods included in the DVD - one of which requires NO gimmicks whatsoever. In both versions, the bottle is normal. Did we mention that in the preview, you'll see it done with a CAN too? Ahhhh, I'm excited for tomorrow night.

Yep - click here to listen to it in our news section!

Podcast has been posted! Eric was very sick tonight and we almost had to cancel less than an hour ago - but he was a trooper and make it happen. We answered as many questions as we could - covering details on Crush, practicality of Crush, the creative process, his roots in magic, and much...

Less then one week ago, we released the final teaser video along with full details on an upcoming project from Eric Ross entitled CRUSH. Imagine having the ability to cause any bottle to collapse on command... even while being held by your spectator. Understandably, many of you had questions on...

Pretty much any bottle will work fine - Pepsi, Aquafina, etc. Whatever your preference is. In the performance clip we shot in NYC, Eric borrows a water bottle from a spectator. There's not really any clean-up - the spectator can have their bottle back at the end of the effect using either method.

Great trick. Yes, we re-filmed this preview to correct a flash that slipped into the original performance preview. Tony's human. We're human. Mistake was made. Mistake was fixed. All good now.

Crush is in the process of duplication as we speak, so we are right on track for release one week from today - next Wednesday night. Very excited!

Everything you need is included - other than any normal bottle. That said, Eric teaches a method on the DVD that requires no gimmicks of any kind. Crazy awesome. This is one of those rare effects that is as fun to perform as it is to watch.