Warner Bros. Discovery is altering the identify of its streaming service again to HBO Max. During its Upfront occasion on Wednesday, the corporate introduced that it’s going to rebrand Max this summer season, a change HBO head Casey Bloys mentioned “higher represents” its providing.
HBO Max launched in 2020, however Warner Bros. Discovery relaunched the service three years later, filling it with content material from its different properties, like Discovery, TLC, and HGTV. As a part of the relaunch, it renamed the service to only “Max” to sign that it’s appropriate for teenagers and households.
That technique possible didn’t repay, because the service has change into increasingly HBO-like over the previous 12 months. It rebranded The Penguin and Dune: Prophecy as HBO Originals, as a substitute of Max Originals, and examined a bunch of always-on HBO channels. In March, Warner Bros. Discovery debuted a brand new brand that intently aligns with HBO’s branding.
The firm mentioned in a press launch that “returning the HBO model into HBO Max will additional drive the service ahead and amplify the individuality that subscribers can anticipate” from the service.
“The highly effective progress we have now seen in our world streaming service is constructed across the high quality of our programming,” Warner Bros. Discovery CEO David Zaslav mentioned in an announcement. “Today, we’re bringing again HBO, the model that represents the very best high quality in media, to additional speed up that progress within the years forward.”
