We all remember the sound of the ice cream truck on a hot summer day. Eli Roth wants to make sure you never feel safe hearing that music again.

WHAT HAPPENED

Eli Roth just shared the first look at his new movie, Ice Cream Man. It stars Ari Millen as a vendor who does more than just sell snacks.

This is the first film from Roth's new brand called The Horror Section. It looks like it will be very bloody and intense.

The movie is set to come out in theaters on August 7. It marks a return to the graphic style that made Roth famous.

WHAT THE EVIDENCE SHOWS

Release date: August 7.

• Starring: Ari Millen.
• Director: Eli Roth.
• Studio: The Horror Section.
• Style: High-intensity graphic horror.

THE BIGGER QUESTION

Why do we love to turn things that make us happy into things that scare us? Roth is betting that our best memories are the easiest ones to break.

He is testing if people still want to see extreme gore on the big screen. This movie will show if his old style still works for today's fans.

WHAT HAPPENS NOW

The movie hits theaters in late summer. It will be the first test for Roth's new production company.

If it does well, we can expect to see many more films under his new banner. It could start a new wave of high-intensity horror for a new generation.

WHAT WE STILL DON'T KNOW

Will the movie be rated R or NC-17?

• How much did the film cost to make?
• Is this the start of a new series of movies?