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HBO Max Name To Return This Week, Ending Ill-Fated Max Era
Warner Bros. Discovery's flagship streaming service will return to its original HBO Max name on Wednesday, ending an ill-starred rebranding as Max.
The timing of the shift, which was announced to a theater full of stunned (yet amused) advertisers last May during WBD’s upfront presentation, was confirmed to Deadline by a person familiar with the rebrand. Executives cited recent momentum, with the service adding global markets and 22 million subscribers over the past year, and also a goal to “amplify the uniqueness” of their brand to viewers drowning in an ocean of programming. With Max rolling out globally, including in the key territories of the UK, Germany and Italy that had been encumbered by a Sky output deal, the restoration of the HBO name makes even more sense.
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