Here's a thought that's pretty relevant to the topic. I think we can all agree it's impractical and sometimes impossible to entertain everyone at a gig strictly with magic. In fact, more often than not, there will always be someone in attendance who is not interested in magic in any way, shape, or form. These people may gradually become hecklers in your act due to their lack of interest, unfavorable preconceptions of magic, and their lack of emotional investment in your show.
A great way to prevent an uninterested spectator from becoming a heckler is to get him enthusiastic in your magic by using another spectator's response to be his source of entertainment. For instance, think back to Blaine's earliest specials. His magic was relatively dull and overly simple by any experienced magician's standards, yet he produced some of the most animated reactions from people on the street. I personally think the success of his television specials came from the diversity of hilarious reactions he received from the people he encountered. People connect to other people's emotions. Magicians and laymen alike found Blaine's specials extremely refreshing and entertaining, because his televised audiences were real people who had some of the most humorous and outrageous reactions to make some original, entertaining television. As performers, I believe we can adopt similar principles into our live work. Instead of forcing magic or witty lines upon hecklers, reel them in with the positive energy and joy of an enthusiastic spectator.
I'm not really talking about using power in numbers against the heckler in any way. More accurately, as a performer managing the crowd, I'm essentially offering the heckler something else to watch and observe altogether. Instead of having him focus on your magic-- showcase the other people who are enjoying your material and let him connect with their surprise and disbelief. Let him enjoy THEIR reactions rather than critique YOUR magic. All so often, I find that one person in a crowd will laugh and scream simply because they like how another person laughs or screams. People's reactions build off one another and people naturally connect to each other's emotions. Personally, I find that people's reactions are usually much more entertaining than the actual trick that inspired it. I think that's why magic is so effective at bringing people together.
More practically, I would find the most animated person in a crowd and save that person to perform the strongest magic in my repertoire. Of course, I would have others involved as well, but I would save my best for that particular person. If I find one person isn't into what I'm performing-- or if I'm being slightly heckled as we've discussed, I would casually joke with my "go-to" spectator and point out something about her reactions that I really want to showcase and trigger. Using basic NLP techniques, I would trigger that same reaction and intensify it using the effects I particularly saved for her. By now, the others in the crowd will be more focused on her reaction rather than the magic I'm doing and naturally follow her lead.
I hope I explained this adequately. I think it's a good alternative to confronting a heckling spectator. Rather than using the crowd to shut a heckler up or challenging him to humiliation, a skilled performer can focus the heckler's attention to something else he would find more entertaining to ultimately be more involved in your show, such as a peculiar trait in a person's reaction to your work. Once he's latched on to that quality, he'll want you to perform and continue impressing everyone so he can enjoy himself seeing everyone else have a good time. Make sense? This way, the heckler will become interested (albeit indirectly) in what you have to offer; his negative preconceptions may be disproved, and he'll become emotionally invested by connecting with other people's fun.
Just my two cents.
RS.