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The Big Picture

Wanna see it? It's in the cards.

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This story appears in the April 2001 issue of Entrepreneur. Subscribe »

Joe Kivett plays cards for a living. No, he's not a Vegas card shark. The Orlando, Florida, resident produces card stunts for big events. Audiences hold up cards that together compose huge images-such as Dr. Seuss' Cat in the Hat at the 1997 Florida Citrus Bowl or the Dallas Cowboys' trademark star at the team's 1999 Thanksgiving game-and event promoters and even advertisers cheer the enthusiastic response.

Kivett got his start in 1990 while employed by Disney, where he still works in entertainment production. As part of his job, he created a card stunt for the Super Bowl halftime show. "I figured it out by trial and error," says Kivett, 36.

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