Max: Already the end for the streaming platform?
Long named as HBO Maxthe SVoD service of Warner Discovery finally became simply Max. A new player in the ever-growing list of streaming platformsbut whose Warner content and that ofHBO already promise him a solid position in the industry.
A service that has only recently been deployed in France, helped in particular by its availability on Canal offers. For the French public, it does not matter that the content was produced by Warner, HBO, Discovery Or Max himself, everything ends up in the same place. But not in the United States. There, in the same way that FX can be viewed independently of Disneyits parent company, HBO And Max are two separate entities.
If we are telling you all this, it is because there is a change in strategy happening internally that could cause a lot of harm to Maxor at least slow down its expansion and call into question its relevance. As reported VarietyCasey Bloys, Director of Content for HBO And Maxbegins to doubt future programs “Max Originals”to the point of transferring them all, one by one, to the big sister responsible for Game Of Thrones.
Too good to be a Max Originals?
Indeed, while the future series Harry Potter had already crossed the border a few days earlier, we learned that it was the turn of Dune: Prophecy And The Penguinthe Batman spin-off show set to arrive next September, to become HBO series. In other words, the series that were most likely to promote the Max Originals banner have gotten rid of that banner.
The reason given by Bloys is simple and purely marketing: HBO is renowned for the quality of its series and these new shows have everything to gain from presenting themselves as part of the same factory as The Last of Us, Chernobyl and sisters. Of course, internationally, this does not change much since they will still be broadcast on Max and the whole operation smells of communication around the brand image.
But, precisely, this also says a lot about the way of considering, for the moment, the content Max Originalsnot promising enough as it is despite a popular franchise. The future of the in-house catalog on the streaming platform will be closely monitored since it does not currently have any future new features of its own that could take it to the next level, unlike its comrade. It is difficult to see this as a winning bet in the long term.
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