HBO Max's launch follows telecoms giant AT&T's $85 billion purchase of Time Warner, and brings that sprawling media empire's titles under one roof.
Beloved Warner Bros shows like "Friends," and films from "Casablanca" and "Citizen Kane" to the "Batman" movies, will sit alongside prestige HBO programs on the service. Indeed, HBO Max was supposed to launch with a long-anticipated "Friends" reunion, until the coronavirus ended those plans.
With the pandemic delaying new filming across Hollywood, HBO Max executives are counting on comforting classics to lure subscribers in anxious times. "We're really tapping into the nostalgia and the warm feeling that's associated with these iconic characters that people love, and stories that they've fallen in love with year and year again," said marketing head Katie Soo. "The reality is, this is a challenging time," she told a recent Variety webinar. "There's no playbook for it."But despite its enviable back-catalog, media analysts have voiced concerns over the new platform's strategy. Costing $15 a month, HBO Max is the most expensive option, at a time when US unemployment is soaring. And the platform's "more is more" smorgasbord approach is at odds with the classic HBO model of focusing on fewer, high-quality productions that "really move the needle," said Smith.One campaign for HBO Max used a tagline reading: "Where Bada ... Meets Bing ... Meets Bang." It was accompanied by images of fictional mafia boss Tony Soprano, Chandler Bing of "Friends," and "The Big Bang Theory" character Sheldon Cooper.Potentially adding to the confusion, HBO Max will run alongside pay-TV service HBO Go, and existing standalone app HBO Now. "Bad slogan, bad promotion," said Smith. "But the actual substance of what they were marketing is phenomenal."While HBO Max has no marquee original launch titles, it has high-profile series and films in the pipeline. In the works are three new shows from "Lost" creator JJ Abrams, a "Gossip Girl" revival, and Ridley Scott's sci-fi "Raised by Wolves." On the movie side, the new production label "Warner Max" will provide eight to 10 mid-budget movies per year. And comic book fans around the world collectively swooned last week with the announcement of a much-hyped new edit of 2017 ensemble movie "Justice League." Indeed, a recent Hollywood Reporter poll found HBO Max's biggest lure is its DC "universe" of titles featuring beloved characters such as Batman, Superman and Wonder Woman. The dearth of new productions aside, analysts say it could be an ideal moment to unleash beloved content on a cooped-up public. "With people spending more time at home, and more time streaming, they kind of backed into a decent time," said Leichtman Research Group president Bruce Leichtman. If the platform only converts HBO's existing 35 million domestic subscribers, it will already have achieved its initial goal of providing a "glue" for customers of AT&T's core product – wireless phones – he added. And others who have "been at home over-watching Netflix, over-watching Disney+" may also be "anxious to try something new," said Wedbush tech analyst Brad Gastwirth.
United States Latest News, United States Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
Your Ultimate Guide to HBO MaxThe streaming service launches May 27 with Anna Kendrick's rom-com anthology series and all 10 seasons of 'Friends.'
Read more »
What’s Coming to HBO Max in June 2020Before HBO Max even launches — it goes live May 27 — WarnerMedia is trying to lure new subscribers by revealing what’s coming next month to the streamer. The June lineup highlight…
Read more »
This Week in TV: HBO Max Debuts, 'Space Force,' 'America's Got Talent'National Geographic's limited series 'Barkskins' and a host of summer network shows also premiere in the week of May 25.
Read more »
Best Video Streaming Services: Netflix, HBO Max, Disney Plus, Hulu, Amazon, Apple TV PlusConsumers have never had more options for streaming entertainment directly to their TVs, smartphones or computers. Which video streaming services are the best? Players jostling for share in the cro…
Read more »