(speaking in a solemn tone to a group of young school children) Now you know that your headmistress, Miss Davis, was going to come in here and just c… - Derren Brown

Magicians do not, as a rule, presume that their audiences are intelligent and sensitive enough to want the magic to be challenging and cathartic. This is not a healthy starting point, for it stultifies magic and leaves it too close to children’s entertainment.

In 1957, James Vicary, a market researcher, conducted a six week test in a New Jersey movie theatre. A high-speed projector repeatedly and subliminally flashed the slogans ‘drink Coke’ and ‘eat popcorn’ over the film. I thought I’d make my own cinema ad to try something similar. According to Vicary, popcorn sales went up by 57.5% and Coke sales by 18.1%... Whether Vicary’s results were due to the subliminals can never be shown and the experiment has become shrouded in urban myth. This is the Genesis Cinema in East London, which kindly agreed to include our ad amongst the trailers for a screening of Ocean's Twelve, a carefully chosen film which, if the ad works, the audience will not be able to remember. Not a bad thing.

For a while now I have concerned myself with engaging people’s beliefs. A large part of me wishes to have people retain a scepticism about what I do and apply that to other areas in life where our beliefs are manipulated in ugly ways.