Streaming service HBO Max is getting a name. The service, owned by Warner Brothers Discovery, is loosing the HBO from its name, but oddly enough not its programming, an will now simply be known as Max.
Warner Brothers Discovery chairman made the announcement this afternoon, alongside an unveiling of a new, three-tiered pricing system. The current pricing of $15.99/month will remain as the middle of the three pricing tiers and be ad free. An ad-supported version of the service will be available at $9.99/month while the third option will come with 4K UHD resolution, 100 offline downloads and Dolby Atmos sound and be available for $19.99/month.
According to the Hollywood Reporter, separating HBO from Max’s branding is intended to help the streaming service appeal to a wider audience that might not be interested in the programming the HBO branding implies. Additionally, JB Perrette, Warner Brother Discovery’s president and CEO of streaming and games, stated removing HBO from the branding was a part of “preserving and protecting the most iconic trailblazing brand in entertainment.”
