Yeah... this is an odd year. I'm cautious to think an icon is happening. If there is, I wouldn't be surprised if it's something more akin to Fear or Luck (but not a monster); an undeveloped face. I think AHS and Amityville are the closest shoe-ins we got. The Mummy reboot has a shot in the same vein of Dracula Untold. In reality, a television-based season would probably be a great year. There's enough quality right now. More importantly, the rights for the best ones are easily obtainable based on recent history.
AHS (Rights already coordinated)
Channel Zero (SyFy/Internal to Comcast)
Scream Queens (Ryan Murphy)
Ash vs Evil Dead (Likely the hardest, but there's precedent)
The Exorcist (Precedent - On Fox so ties to Murphy)
Throw in a TWD wildcard and you have a strong, TV only line-up. With Amityville and Mummy as the only relevant wide releases, nothing is super huge to hang a hat on aside from the TV shows.
If that happened, then they could market it similar to 2004. A patient being tortured with television a la Clockwork Orange and Robot Chicken.