By John Powell – GlobalTV.com

What could it all mean?

CBS has released new promotional artwork for the upcoming season of Big Brother and within it could be clues as to what the upcoming theme could be.

The image shows host Julie Chen-Moonves sitting in front of a wall of old timey keys and the letter “O” in “Brother” is stylized as a target.

• Could it be that keys will unlock secret powers or rooms in the game?
  Could the keys mean old school players are returning?
  Could the target symbolize a new way to target people? Perhaps a new game-changing power?
  Could the vintage keys a return to old rules, twists and challenges?
  Could the keys allude to the new Big Brother: Unlocked show?

Your guess is as good as ours.

A reminder: Big Brother season 27 kicks off with a 90-minute premiere Thursday, July 10 (8:00-9:30 PM, ET/PT) followed by a 90-minute Sunday episode Sunday, July 13 (8:00-9:30 PM, ET/PT).

After its premiere, the series will air Wednesdays (8:00-9:30 PM, ET/delayed PT) expanded from its regular 60-minute episodes, followed by hour-long shows on Thursdays – featuring live evictions – and Sundays (8:00-9:00 PM, ET/delayed PT).

On Fridays, watch Big Brother: Unlocked as three BB All-Stars offer never-before-seen broadcast footage from the house, exclusive interviews, surprise guest appearances and unprecedented behind-the-scenes access. Former Houseguests share firsthand insight and expertise as they analyze gameplay, assess the competition and give their insider’s perspective every other Friday starting Friday, July 25 (8:00-9:00 PM, ET/PT).