The service everyone still called HBO Max is going to be officially called HBO Max again by the summer.
Warner Bros. Discovery is calling time on its baffling experiment to drop the prestigious HBO brand name from the streaming service following WB’s merger with Discovery.
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The changed, geared towards informing parents there’d be loads for kids and families to watch too, confused consumers who wondered where they could watch some of the best TV series ever created.
The company’s Max Originals felt like off-brand television even though some of these award winning shows were a hit with fans and critics alike
Now the company is admitting defeat and returning to the old name to add that hallmark of quality back to the streaming service in an increasingly competitive environment. It means the HBO name will be returning to more of the best TV home screens around.
Users logging into Max today will see the message informing them: Same app. New-ish name. The plot twist everyone’s been waiting for: Max is becoming HBO Max. Coming home this summer.”
In a press release WBD said that “returning the HBO brand into HBO Max will further drive the service forward and amplify the uniqueness that subscribers can expect” from the service.
“The powerful growth we have seen in our global streaming service is built around the quality of our programming,” Warner Bros. Discovery CEO David Zaslav said in a statement. “Today, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead.”
Opinion
File Max under New Coke as the most avoidable marketing blunders ever. At the time this felt like Discovery big-footing Warner and wanting to make sure it was an equal partner rather than an appendage. We’re just glad the decision has been made to bring HBO back into the equation.
