HBO is coming back. Max, we hardly knew you.
Just over two years after the streaming service dropped HBO from its name and became simply known as Max, Warner Bros. Discovery announced on Wednesday, May 14 that it is bringing HBO back to the name and it will once again be known as HBO Max this summer.
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The move comes less than two months after Max altered its logo from blue-and-white back to the black-and-white colors in the HBO logo. The news was announced at the Warner Bros. Discovery upfront presentation to advertisers in New York.
On the Warner Bros. Discovery press site, the streamer teased the change with the words, “Coming Soon. Same app. New-ish name. The plot twist everyone’s been waiting for: Max is becoming HBO Max! Coming Home this summer.”
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The streaming service is known for such popular shows as The White Lotus, The Last of Us, The Pitt, Hacksand more.
“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,” David Zaslav, president/CEO of Warner Bros. Discovery said in a statement.
Casey Bloys, chairman/CEO of HBO and Max Content, added, “With the course we are on and strong momentum we are enjoying, we believe HBO Max far better represents our current consumer proposition. 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.”
