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Weapons<\/em> is holding its secrets closer than any other summer movie has, even plot-sensitive IP behemoths like Superman<\/em><\/a> and Fantastic Four: First Steps<\/a>.<\/em> With those, moviegoers at least knew what they were getting. But what is Weapons,<\/em> exactly? The enigmatic title alone has confounded people. The plot that\u2019s been revealed so far in trailers comes down to a question: Why did 17 children in a small town disappear into the darkness, never to return?<\/p>\n \u201cLook, I feel like we have a pretty sticky premise with this movie. You can wrap your head around it instantly: all these kids from one class go running out in the middle of the night. Why? Clean question,\u201d says director Zach Cregger<\/a>,<\/strong> clapping his hands together. \u201cNot a lot of confusion there.\u201d<\/p>\n But the premise raises countless other questions. Is Weapons<\/em> a supernatural story? A straightforward kidnapping thriller? Are the kids dead\u2014or is there hope of finding them again? Producer New Line Cinema and Cregger are hoping this uncertainty will preoccupy potential ticket buyers. While other movies are sharing as much as possible in an attempt to win a small piece of the ever shrinking attention economy, Weapons<\/em> wants to become a phenomenon by playing keep-away.<\/p>\n \u201cOur mission for the marketing was: lean into the question, lean away from the answer,\u201d Cregger says. That\u2019s not always the case with studios and their corporate parent companies, which tend to prefer sure things over question marks. \u201cLuckily, everybody at Warner Bros. was totally down. It wasn\u2019t like we had a big tug-of-war. We didn\u2019t ever lock horns and freak out about what was too much.\u201d<\/p>\n