FX CEO John Landgraf has revealed how American Horror Story fans are being tricked and misdirected with the slew of promotional material that's been released for the sixth season of the Ryan Murphy-created anthology series so far.
Landgraf explained during his session at this year's Television Critics Association Summer Press Tour: "We just thought it would really be fun to keep it a mystery, so we are...
"[Murphy and Stephanie Gibbons, FX head of marketing and on-air promotions] went out and made many more trailers than you've actually seen for hypothetical seasons of American Horror Story, meaning different genres and different places... And one of them is accurate, and the others are just misdirects."
Confirming that the season would have a unique setting and theme like those that had come before it, he did also state that the theme itself would remain a mystery until the premiere.
"We just thought that would be a nice change after doing things one way for five years," he added.
Addressing questions about the show potentially coming to an end, he said there hadn't been conversations about a conclusion yet.
He said: "All good things must come to an end, but as long as Ryan keeps coming up with inventive and original new ideas, as long as the audience seems to want to see it.
"That's the genius of this anthological series of miniseries idea that Ryan really invented. It's only the limits of the stories or your imaginations that ends the show."
American Horror Story returns on September 14 in the US on FX, following in the UK on FOX on September 16.
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