By Melissa Kasule
Warner Bros. Discovery at a live-streamed press event based in LA announced the launch of its new streaming service Max which will replace its current streamer HBO Max.
The enhanced streaming service debuts in the US on May 23 designed to increase engagement across all content on the platform.
President & CEO, global streaming & games, Warner Bros. Discovery, JB Perrette explained the rebrand was “an important change from two narrower products, HBO Max and discovery+, to our broader content offering and consumer proposition. While each product offered something for some people, Max will have a broad array of quality choices for everybody.”
Max will feature HBO Originals, Warner Bros. films, Max Originals, the DC universe, the Wizarding World of Harry Potter, an expansive offering of kids’ content, as well as programming across food, home, reality, lifestyle and documentaries from leading brands.
“Max is the one to watch because it is easy to navigate,” said Warner Bros. Discovery CEO David Zaslav. “Curation is a key element with consumers and it is an area where we have real strength.”
Max will offer three pricing options, including Max Ad-Lite for $9.99 per month or $99.99 per year which offers 2 concurrent streams, 1080p resolution, with no offline downloads and 5.1 surround sound quality. Max Ad Free at $15.99 per month or $149.99 per year is an upgrade of 30 offline downloads. Whereas Max Ultimate Ad Free priced at $19.99 per month or $199.99 per year delivers 4 concurrent streams, up to 4K UHD resolution, 100 offline downloads and Dolby Atmos sound quality.
Perrette said the relaunch comes following “this era of peak confusion” where the company aims to “simplify and improve the experience for consumers.” He added, “Max will continue to be the one to set the standard across all genres of entertainment.”
Despite Warner Bros. Discovery’s wide kids content, including brands such as Cartoon Network, Cartoonito, DC Kids and Boomerang, Perette highlighted HBO MAX “It’s not exactly a place where parents will easily drop off their kids.” He stressed with the relaunch “Max will better curate our rich history of kids entertainment.”
The streamer also unveiled its slate of new programming including a Harry Potter series, a Max Original comedy series derived from The Big Bang Theory, Game of Thrones prequel A Knight of the Seven Kingdoms: The Hedge Knight, a Max Original drama series based on The Conjuring films and more.
