HBO Max is becoming Max in just a couple of weeks. Here's what the new app looks like and what changes you can expect when it launches.
HBO Max has about two weeks left to live before Warner Bros. Discovery Red-Weddings it, toppling it from its Iron Throne and replacing the service with Max—just Max, thank you very much—a shorter, but perhaps less distinct and memorable, name.
The thinking here is simple: HBO is a fine brand, but it carries with it a certain reputation. It’s a good reputation, but one geared toward adult audiences. With the Discovery merger, Warner Bros. is trying to appeal to a wider audience. With Max, parents can set up kids’ accounts and parental controls. There will be a push to offer up more family friendly offerings, as well as live sports and, of course, all that Discovery content.
It’s not so much Warner trying to shed the HBO identity, but expand it to become something more. Whether that will work, whether it’s a savvy business move or just Warner shooting itself in the foot, remains to be seen. I will say this, the first images of the app—which launches May 23rd—look very nice. It’s very slick. Here’s a comparison shot showing off HBO Max vs Max:Not that different, really. Max has larger font, a menu at the top of the screen and the icons at the bottom are larger all of which makes it look a bit cleaner and more navigable.
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