my exact reaction as well lol I’m guessing aliens of some sort but def expecting some sort of weird Peele/twilight zone-y twist
you can see the top of the ~aliens~ head in one of the shots and it looks kinda like this. I wonder if aliens only show up in this spot in the desert at first and they make it a show people can pay money to see. Between Fire in the Sky, Signs, and X-Files, anything alien/ufo related absolutely fucked me up growing up and this looks creepy as hell.
Im wondering if it’s something like the townspeople find out aliens have been secretly living amongst them for a long time and they decide to commodify their alien neighbors as a tourist attraction to make money