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No marketing campaign for a Ryan Murphy/FX property is complete without something sexy and something disturbing. American Horror Story: Coven was about Witchcraft, Voodoo, Female Empowerment, Female Opposition and Female Connection. This art had an extremely successful polarizing effect – you loved it, you hated it, you were intrigued, horrified, disturbed, titillated, etc. The most effective key art in FX's history has been art that polarizes, because it gets people talking.
The season aired as FX's most watched telecast of all time!, beating the premieres of American Horror Story: Murder House and American Horror Story: Asylum.