It's usually not a good thing to join a cult, especially one with so many clowns, but "American Horror Story" is unmatched for pre-season promotion, and FX is going big in the two months before Season 7 arrives.

The "American Horror Story: Cult" title and September 5 premiere date were revealed at Comic-Con, and since then FX has been posting AHS teasers online......and also inviting fans to sign up at its website for an eight-week interactive journey.

If you head to ahs7.com, you get this message:


"JOIN US AND WE WILL CONTACT YOU THROUGH FACEBOOK MESSENGER. FOLLOW THE INSTRUCTIONS IN THE COMING WEEKS AND YOU WILL BE LED TO EXCLUSIVE AHS CONTENT.
THIS BEGINS NOW. ARE YOU READY?"

On Messenger, new initiates get intel from a cult member and are told they will be contacted again. Each week, fans will unlock more content and clues about the election-themed season.

The Hollywood Reporter talked to FX social media veep Joseph Paulding about going in a new direction with the promos after Season 6's "Roanoke."

"We wanted to take a different approach after least season. We didn't want to not give people the theme or any information and felt they would be tired of that approach. We wanted to find a new approach that would still carry the same weight and create the same kind of fan engagement, but also give the fans something along the way so that they know what the season is going to be about, and roll out information over time throughout the campaign."

AHS: Cult premieres September 5 on FX.

Want more stuff like this? Like us on Facebook.

American Horror Story TV Show Poster
American Horror Story
FXTVMAOctober 5, 2011
Based on 23 critics

A family of three moves from Boston to Los Angeles to reconcile its painful past. Read More