Gone are the days of pulling rabbits out of hats and sawing assistants in half but magicians say a new approach is bringing a new boom in popularity.

Social media is driving a wave of more subtle performers — think small-scale tricks instead of grandiose performances in palatial theatres — those in the business told 7NEWS.com.au at the Sydney Magic Convention in Parramatta on Monday.

Magic store Grum owner Ari Phillips told 7NEWS.com.au he’s seen a continuous growth in interest in magic.

“It’s getting bigger and bigger every year,” he said.

“I’ve been travelling across the world, we have magic conventions with thousands of people now.”

Phillips said magicians winning TV competitions such as America’s or Britain’s Got Talent has helped push an “edgier” style of magic.

“It’s not 1980s

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