This week, HBO Max faded to black — and was reborn as Max. But many people are still wondering: Why did Warner Bros. Discovery decide to change the name? HBO, after all, remains a solid-gold …
. But many people are still wondering: Why did Warner Bros. Discovery decide to change the name?
HBO, after all, remains a solid-gold brand representing premium-quality original TV shows, going back decades, from “The Sopranos” and “Curb Your Enthusiasm” to “Game of Thrones” and “Succession.” Meanwhile, Max, as observers have pointed out, is a pretty generic name from a branding standpoint. Here are the two basic reasons Warner Bros. Discovery chose to excise HBO from the HBO Max with the relaunch:HBO Max was positioned as the successor to HBO, but from the beginning included more than just what was on HBO proper. With Max, WBD has stuffed in a slew of nonfiction programming from the legacy Discovery Communications side of the house — Max features 35,000-plus hours of content, more than doubling the lineup over HBO Max.
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