Max Set for Rebrand: Streaming Service to Be Called… HBO Max (Again!)
Just two years after its rebrand as Max, Warner Bros. Discovery announced Wednesday that starting this summer, its streaming service will once again be called HBO Max.
As in its original name.
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'With the course we are on and strong momentum we are enjoying, we believe HBO Max far better represents our current consumer proposition,' HBO CEO Casey Bloys explained during WBD's Upfront presentation on Wednesday morning. 'And 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.'
David Zaslav, president and CEO of Warner Bros. Discovery, said in a statement, 'The 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.'
Streaming chief JB Perrette added that amid the rebrand, HBO Max 'will continue to focus on what makes us unique — not everything for everyone in a household, but something distinct and great for adults and families.'
Max plans currently start at $9.99/month, and there was no mention on whether the change will affect prices. The rebrand will take effect this summer.
What do you think of Max returning to its HBO Max roots? Hit the comments with your reactions to the not-so-surprising news!Best of TVLine
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