Max Changed Back To HBO Max

'Max' has officially reverted back to 'HBO Max,' two years after Warner Bros. Discovery dropped the HBO branding. Variety reports: The switch had been anticipated to take place sometime this summer, but Warner Bros. Discovery hadn't revealed an exact day for the reversal until now. The timing is key: Execs wanted to restore the 'HBO Max' name prior to next week's Emmy nominations announcement on July 15.

The decision to turn 'Max' back into 'HBO Max' was first announced in May, timed to Warner Bros. Discovery's upfronts presentation. At the time, WBD said in a press release that 'returning the HBO brand into HBO Max will further drive the service forward and amplify the uniqueness that subscribers can expect from the offering. It is also a testament to WBD's willingness to keep boldly iterating its strategy and approach -- leaning heavily on consumer data and insights -- to best position itself for success.'

The streamer launched as HBO Max in 2020, but then WBD opted to excise HBO from the streamer's name in 2023, changing it to just 'Max.' (HBO and Max continued to compete under one 'HBO/Max' label for industry awards; for next week's Emmy noms, they can once again just be called 'HBO Max.') The streaming giant put out a marketing spot announcing that the change was done.

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