Max is changing its name back to HBO Max, and much like The Joker in one of Warner’s DC Universe films, I can’t stop laughing.
Three years have passed since the mega-merger that birthed Warner Bros. Discovery and led to a new name for its flagship streaming service. The Max brand was supposed to emphasize a breadth of programming beyond the HBO catalog, but Warner’s executives now say the forthcoming rebrand (or unbrand) represents a return to quality over quantity.
This would be easier to accept if HBO’s owners had any credibility left. But over the past few years, pretty much everything the Warner-Discovery merger was supposed to accomplish has failed. Now, the company can no longer articulate what it’s aiming for, other than to squeeze a little extra profit from a flailing enterprise. It’s as funny as it is sad...
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