Warner Bros. Discovery has decided to restore the 'HBO' name to its streaming service, HBO Max, following an unpopular rebranding to just 'Max.' This decision comes after changes to branding, including a return to a traditional HBO color scheme. Industry analysts and writers reflected on the company's previous marketing misadventures, expressing relief over the return of the HBO name, which had remained familiar to most viewers. The move is seen as a recognition that the simplified branding strategy backfired, and the return to HBO symbolizes a potentially more stable future for the service.
The collective cackle could be heard 'round Hollywood: David Zaslav and Warner Bros. Discovery beat a resolute retreat yesterday from the controversial decision to cut "HBO" from the name of the HBO Max streaming service two years ago.
Family, friends, esteemed guests: We gather today to honor the memory of Max (2023-25), a streaming service that indisputably baffled subscribers, mostly wore blue, and played an inscrutable opening sound effect.
I'm just glad it's back. No normal person has called it just "Max." Everyone I know who doesn't obsessively track streaming news has just called it "HBO Max" from the start.
It's just so funny. Given the shape of the Zaslav era, I don't think anything will be surprising anymore, but this had a comedic roundness to it.
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