<P> American retail chain Hot Topic announced on their Instagram account that starting September 28, 2015, they will launch a clothing and apparel line based on Hotel, that will be sold in - store and online . On September 16, 2015, a featurette was released, giving more details about the season and showing some footage . An actual scene from the season, released in October 2015, showed Bentley's character resting in the Hotel, while Greenfield's character hiding underneath his bed . Same day the title sequence of the season was released by Murphy, consisting of the same soundtrack like previous seasons, intercut with scenes of a dirty hotel and the Ten Commandments written across a wall . Jacob Bryant from Variety was impressed with the clip, saying that "The opening credits for (American Horror Story) have always managed to be unsettling, but season five's creepy credits might top the list ." </P> <P> American Horror Story: Hotel initially received mixed reviews from critics, but, as the season progressed, the reviews became more positive . The review aggregator Rotten Tomatoes gave the season a 63% approval rating (average episode score of 75%) with an average rating of 6.38 / 10 based on 43 reviews . The site's consensus reads, "Favoring garish style over effective storytelling, the fifth American Horror Story strands a talented cast at Ryan Murphy's Hotel ." On Metacritic, the season was given a score of 60 out of 100 based on 24 reviews, indicating "mixed or average reviews". </P> <P> Dan Fienberg of The Hollywood Reporter gave a positive review, writing, "Early on, Hotel hasn't hooked me with its storytelling, but it's always fun to see what the series does with its repertory acting company and with new additions . Throw in the normal grotesquerie and visual panache and that should keep me going for a while, even if all of the humor appears to have been funneled into Scream Queens ." Amber Dowling of TheWrap also gave a positive review, saying, "It's a visual, visceral romp into what is being set up to be another haphazard foray into the world of horror, as imagined by Murphy and his writing counterpart Brad Falchuk . The show has rarely made sense in terms of story, and this is no exception ." Willa Paskin of Slate called this season a "promising new start", saying, "AHS: Hotel more obviously resembles the first two, better seasons of American Horror Story than it does the latter, lesser two ." </P> <P> On the other hand, Matt Zoller Seitz of New York Magazine found the season "confusing, tedious, annoyingly precious, and often ostentatiously brutal", but also praised it for being "darkly beautiful, deeply weird, and (sometimes) exhilarating ." Although Scott D. Pierce from The Salt Lake Tribune praised the production design and the cinematography, he said "the storytelling is derivative; the scares are non-existent; and it's all about style without much substance ." Mike Hale from The New York Times complained that it "suffers from the absence of Jessica Lange". IGN's Matt Fowler gave a rating of 5.9 out of 10, criticizing the season as "mediocre" and concluding "all weight and meaning is gone". </P>

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