Warner Bros. Discovery plans to revert the streaming platform Max back to HBO Max this summer, as confirmed by CEO David Zaslav. This decision follows a previous move to remove 'HBO' from the brand amid significant cost-cutting measures that conflicted with HBO's upscale image. The company claims this rebranding reflects its willingness to iterate on strategy. Despite changes in corporate leadership, HBO's content continues to thrive with innovative shows, prompting a desire to restore the HBO identity, especially amid potential streaming mergers.
Cue the Curb Your Enthusiasm theme song. The once and future HBO Max will take up the title again this summer, WBD announced in an irony-free press release.
WBD dropped HBO from its streaming branding back in 2023 when Zaslav wanted WBD to be known for brutal and embarrassing cost-cutting measures, which didn't quite match HBO's upscale audience.
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