In popular parlance, I believe the phrase that would best describe what Kevin Smith is currently being is a 'cocktease', as his new film is getting a new name, but he won't say what it is. When it went into production his next movie, a buddy cop film starring Bruce Willis and Tracy Morgan, went under the name A Couple Of Dicks. However the studio decided that marketing it under that title would be difficult.
US newspapers and TV station are incredibly skittish about running ads with anything ever vaguely rude or sexual involved - as evidenced by Smith's last film, Zack and Miri Make A Porno, where the final word meant many newspapers wouldn't allow ads where they said what the film was called. In fact, some got a bit upset when they had to use it in the review. Because of this worry, A Couple Of Dicks became A Couple Of Cops, which may be in the running for the least imaginative movie name in history.
However Kevin Smith has now said (via /Film) that "The Movie Formerly Known as A COUPLE OF DICKS has finally settled on a (network-policy-dictated) replacement title! While we’ll always have DICKS in our hearts, the title we just now locked makes me smile on a bunch of different levels - including this 1: we can now advertise our movie properly (& ironically). And said marketing begins… on every print of SHERLOCK HOLMES, Christmas Day!"
So what the bloody hell is the title? Well, as mentioned above, Kevin Smith is a cocktease, so he's not saying. Instead he merely Twittered that saying what it's actually called is "above my pay-grade... WB will announce in a day or two."
While we wait expectantly for the new name and look forward to the trailer, what is the point of making an announcement that you're changing a movie's title, if you're not going to say what it is?