Warner Bros. Discovery explains why it’s dropping the HBO Max name

Warner Bros. Discovery’s revamped subscription service is simply referred to as “Max,” and the corporate defined why it dropped the HBO branding at a press occasion on Wednesday. A key motive was to assist Warner Bros. Discovery broaden the enchantment of the app in order that it’s not largely focused at content material for adults.

“We wish [Max] to be welcoming to all and simply recognizable, together with to a key buyer section, children and households,” JB Perrette, president and CEO of Warner Bros. Discovery’s international streaming and video games, mentioned on the occasion. “All of us love HBO. And it’s a model that has been constructed over 5 many years to be the edgy, groundbreaking trendsetter in leisure for adults. Nevertheless it’s not precisely the place dad and mom would most eagerly drop off their children.”

With Max, Warner Bros. Discovery sees a chance to raised showcase its kids-focused manufacturers like Cartoon Community, Boomerang, the Wizarding World, and Looney Tunes inside the app.

However HBO isn’t going away, after all, and also you’ll nonetheless see it within the app. “HBO just isn’t TV — HBO is HBO,” Perrette mentioned. “It wants to remain that means, which is why we’ll privilege it within the product expertise and in addition not push it to the breaking level.”

We gained’t have lengthy to attend to see precisely how the whole lot will seem within the app, as Max launches on Could twenty third.