“American Horror Story” fans have been perplexed by the mysterious marketing for Season 6 of Ryan Murphy‘s anthology series, but that was the response the network was hoping for, said FX Networks CEO John Landgraf on Tuesday.
“We just thought it would really be fun to keep it a mystery, so we are,” Landgraf said simply, when asked during his executive session at the Television Critics Association Summer Press Tour.
In fact, the scattershot marketing, which so far has featured a number of different themes and genres, was intended to mislead fans of the show.
“[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,” Landgraf said.