HBO Max Lives! Max to Change Its Name Back After Two Years
Guess who's back? Back again? The HBO in HBO Max will return this summer, two years after Warner Bros. Discovery dropped it from the streamer's name.
Turns out, Warner Bros. Discovery thinks HBO has some pretty good brand equity, after all. This summer, streamer Max will bend the knee and rebrand back to its original name, HBO Max.
The change comes just over two years after Warner Bros. Discovery decided to drop HBO from the streamerâs name to become just Max. Note that while HBO and Max have carried separate commercial branding during that time, theyâve competed under one âHBO/Maxâ label for industry awards.
The surprise announcement, made less than two months after Max tweaked its logo to look more like the classic black-and-white HBO color scheme, was revealed at Warner Bros. Discoveryâs upfront presentation to ad execs in New York on Wednesday.
Popular on VarietyIn a press release, WBD said âreturning the HBO brand into HBO Max will further drive the service forward and amplify the uniqueness that subscribers can expect from the offering. It is also a testament to WBDâs willingness to keep boldly iterating its strategy and approach â leaning heavily on consumer data and insights â to best position itself for success.â
WBD touted its streaming business growth, noting the division has improved its profitability by almost $3 billion in two years, and added 22 million subscribers over the past year. The company says the streamer is on track to reach more than 150 million subscribers by the end of 2026.
âThe powerful growth we have seen in our global streaming service is built around the quality of our programming,â Warner Bros. Discovery president and CEO David Zaslav told the audience in the Theater at Madison Square Garden. âToday, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead.â
WBDâs naming flip-flopping for its flagship streaming service â which has caused more than a little confusion among consumers â amounts to an admission by the company it canât be as broad as the industry leader, Netflix. The original justification for dropping HBO from HBO Max was to signal a something-for-everyone content cornucopia.
Warner Bros. Discovery president and CEO of streaming JB Perrette added: âWe will continue to focus on what makes us unique â not everything for everyone in a household, but something distinct and great for adults and families. Itâs really not subjective, not even controversial â our programming just hits different.â
âWith the course we are on and strong momentum we are enjoying, we believe HBO Max far better represents our current consumer proposition,â Casey Bloys, chairman and CEO of HBO and Max content, said. âAnd it clearly states our implicit promise to deliver content that is recognized as unique and, to steal a line we always said at HBO, worth paying for.â
Formerly known as HBO Max, the latest Max deal offers discounted subscriptions up to 40% off with no promo code needed. Plus: how to get Max for free.
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