Cold open noun phrase
In a motion picture, television program or video game, a scene shown before the theme song or opening titles are shown.
The cold opening of this movie was so suspenseful that it won my attention and kept me from channel surfing.
A perfect cold opening for drama series is the one succeeding at increasing suspense.
The origin of this phrase is not clear.
People tend to like forbidden or illegal things just because they are forbidden or illegal.
He must have believed that stolen fruit is the sweetest, and he, therefore, cheated on his partner.