- America’s Got Talent will bring back three of its magical alumni for its 20th season finale as part of a promotional partnership with Lionsgate’s upcoming release “Now You See Me: Now You Don’t,” which drops November 14.
- The three former contestants – Season 9 winner Mat Franco, season 13 winner Shin Lim and fan favorite Piff The Magic Dragon – will each perform a customized illusion from their respective Las Vegas showrooms during the finale’s telecast.
- Additionally, members of the film’s cast – Jesse Eisenberg, Justice Smith, Dominic Sessa, and Ariana Greenblatt – will participate in a heist that follows the style of the “Now You See Me” film franchise, which combines magical illusions and intricate heists as their central plot points.
“The films of the ‘Now You See Me’ franchise have always been audience favorites as they combine crowd-pleasing capers, jaw-dropping illusions, and heist-movie fun,” said Danielle Otero, EVP of Global Paid Media & Analytics at Lionsgate, in a statement shared with Brand Innovators. “And with America’s Got Talent’s storied history of launching superstar magicians, we jumped at the chance to bring our stars to Vegas to intersect with ‘AGT’ alumni for the biggest integration in the history of the show.”
The integration will continue with a 60-second exclusive sneak peak into the film that will only air during the America’s Got Talent finale, along with Lionsgate and NBCU airing custom content across a variety of platforms heading into the finale on Wednesday night.
The partnership speaks to America’s Got Talent’s continued popularity with audiences, even after 20 seasons of airing. According to NBCU, the show’s 20th Season is tracking as the No. 1 most social broadcast prime program of the summer, with video views up 33% across the top social media channels. The show is also a top-10 linear-originating reality show on streaming among GenZ audiences for the summer, to date.
That appeal has led to several companies, including coffee brand Lavazza and home goods company IKEA, to continue long-standing partnerships with the program, including coffee cup product placements on the judges’ tables and an IKEA co-branded space for contestants on the set.
“For 20 seasons and counting, America’s Got Talent has captivated fans with its heartwarming cast stories, unmatched talent, and family-friendly fun. Our brand partners love to tap into that magic, and we collaborate closely to craft one-of-a-kind moments that resonate in meaningful ways,” said Sari Feinberg, SVP, marketing and brand partnerships, advertising and partnerships, NBCUniversal. “This season, Lionsgate, Lavazza, and IKEA delivered standout moments — and we can’t wait for fans to see what’s to come in the finale.”
Lavazza will also have a presence on the season finale, with a custom coffee cart for the talent, celebrities and guests of honor in the red-carpet media room, and a custom social spot featuring the brand’s mascot Luigi alongside curmudgeonly judge Simon Cowell.
“At Lavazza, we are proud to return as the Official Coffee of America’s Got Talent for Season 20. Our partnership with AGT allows us to connect with audiences in authentic, cultural moments that go beyond the screen, celebrating creativity, talent, and the shared joy of coffee,” said Daniele Foti, vice president of marketing for Lavazza North America. “From behind the scenes with judges and talent to immersive fan experiences, and with Luigi bringing his signature charm along the way, we’re showing how Lavazza creates meaningful moments at the intersection of entertainment and everyday rituals.”
