If you've been holding your breath for the announcement of American Horror Story's Season 6 theme, you should probably exhale now.

FX CEO John Landgraf announced Tuesday at the Television Critics Association fall previews that Ryan Murphy and his American Horror Story team aren't going to announce the Season 6 theme before the show premieres in September. And those teasers we've seen? Don't look to them for clues, either.

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Landgraf revealed that American Horror Story filmed several promos, including "many more" the public hasn't seen, to promote the new season — but only one of them is an actual teaser for the show. The rest are red herrings and FX isn't about to tell you which is which.

"We thought it would be fun to keep it a mystery, so we are," Landgraf said. "All I can say is that there is a theme, and a setting and a place and time, but we're not going to reveal it because we think it's going to be fun for the audience to have it be a surprise this year."

The new marketing strategy is an effort to change up how American Horror Story comes to its viewers after five seasons of the same structure.

Luckily, fans don't have that long to wait to find out exactly what AHS is up to. Season 6 premieres Sept. 14 at 10/9c on FX.