HBO Max is back. Prestige brand returns to streaming

Who says you can’t go Home Box Office again?

Warner Bros. Discovery renamed its streaming service HBO Max on Wednesday, formally reversing its decision from two years ago to dump the prestigious HBO brand in a bid to make the service more appealing to a mainstream, meat-and-potatoes crowd.

The gambit to chase Netflix with a service called Max didn’t work. Warner Bros. Discovery’s leaders eventually recognized the tremendous value in the HBO name, and sheepishly brought it back for an encore.

The company announced the switch in May.

“The good news is I have a drawer full of stationary from the last time around,” HBO Chairman Casey Bloys said in May, making light of Warner Bros. Discovery’s about-face during the company’s annual programming upfront presentation to advertisers at Madison Square Garden in New York.

The move marks the fifth name for the service in 15 years.

HBO’s first digital offering, introduced in 2010, was called HBO Go. Eventually the company added an HBO Now app. Then, in 2020, when the company launched its comprehensive streaming service with Warner Bros. movies and television shows, executives decided the HBO Max name would play to the company’s strengths while beckoning customers with a souped-up product and moniker to match.

That lasted until Chief Executive David Zaslav stepped in. The company truncated the name to Max because Zaslav and other executives felt the need to create some distance from HBO’s signature shows to make room for the nonscripted fare of Discovery’s channels, including HGTV and Food Network.

Now it’s back to HBO Max.

The company has said the shift was a response to audiences’ desire for quality over quantity.

“No consumer today is saying they want more content, but most consumers are saying they want better content,” the company said in May.

The change also represents a recognition that Warner Bros. Discovery, a medium-sized media company with a huge debt burden, couldn’t compete with Netflix, which tries to offer something for everyone.

And while some of the Max-branded shows, including “The Pitt,” are critically acclaimed, it was the HBO fare, including “The White Lotus,” that has been the most consistent draw for subscribers.

HBO built its legacy as a premium cable channel that required an additional fee on the monthly cable bill. Such groundbreaking series as “The Sopranos,” “Game of Thrones” and “Sex and the City” put the channel at the vanguard of prestige programming.

Most subscribers who currently have Max won’t need to download a new app, company insiders said.

An app update will eventually change the blue Max logo to a black HBO Max one.

Staff writer Stephen Battaglio contributed to this report.