Warner renames Max to HBO Max, again
Warner Bros. Discovery dropped HBO from its streamer siteâ??s name to become just Max in 2023
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Warner Bros. Discovery has announced its plans to revert the name of its premier streaming platform, Max, back to HBO Max.
The surprise rebrand will arrive this summer, a little over two years after the company dropped HBO from its streamerâs original name to become just Max.
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 the company said Wednesday in a statement.
Months ago, the streamer also quietly tweaked its deep purple Max logo to match HBO networkâs black-and-white color scheme â a subtle update that, in retrospect, likely signaled the bigger shift to come.
The streamer, best known for its catalog of Emmy-winning shows, Succession, Game of Thrones, The White Lotus, and The Last of Us, was first launched as HBO Max in 2020. Its intention was to become a one-stop shop where viewers could access all WarnerMedia content, including titles from Adult Swim, Discovery+, HBO, and TLC.
In 2023, WBD announced it was rebranding HBO Max to simply Max, explaining at the time that the change was intended to broaden the platformâs identity to include reality shows alongside its award-winning series. However, it appears the powers that be have had a change of heart.
Max will officially return to HBO Max this sumer (HBO Max )âThe powerful growth we have seen in our global streaming service is built around the quality of our programming. Today, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead,â said David Zaslav, President and CEO of Warner Bros. Discovery.
Speaking to analysts during a recent earnings call, per The Hollywood Reporter, Zaslav explained the companyâs plans for HBO Max were to focus more on high-quality output rather than high-volume output.
âThe idea is itâs not how much, itâs how good is something weâve identified,â he said. âWeâre not going to flood the zone. We want to be telling the best stories, and we want to also be taking advantage of all the great quality content over the years.â
JB Perrette, President and CEO of Streaming, further touched on the future of HBO Max offerings in a statement, saying: 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
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