Warner Bros., as announced in May, has marked a plot twist by returning to the HBO Max brand for its streaming service. The platform, which previously sparked controversy by rebranding as Max, has returned to its original name with the transition, which began yesterday and has been completed today. This move highlights both a strategic shift for the broadcaster and the importance of its brand identity in the industry.

HBO Max Again: The Controversial Max Era Ends

Following recent reports that the transition could take place today, the process was quickly completed. Max.com now automatically redirects to hbomax.com. Additionally, the apps on the Apple App Store and Google Play Store have been updated. The update notice on the App Store, “Same app. New name. The plot everyone’s been waiting for: Max is now HBO Max,” summarizes how this transition has been perceived by users.

One of the most important advantages of this transition is that users are not required to download a new app. Subscribers will see their existing apps automatically updated to the HBO Max brand. This offers a more seamless experience, unlike the 2023 Max transition, which forced users to download a new app.

As a reminder, HBO Max launched in 2020 to consolidate HBO’s scattered streaming options and provide Warner Bros. with a single platform to compete with giants like Netflix and Disney Plus. However, the decision to adopt the Max name in 2023 was immediately met with widespread ridicule and has since been considered one of the biggest flops in the brand’s history, much like “New Coke.”

This strategic reversal demonstrates that Warner Bros. has learned from this branding mistake and is attempting to reassert the weight and brand recognition of the HBO name. While the HBO brand has been synonymous with high-quality content and prestige for years, criticism that the “Max” name failed to reflect this value has been widespread.

Warner Bros. It has merged with Discovery and is currently in the process of being split into two separate companies, albeit along different lines. In the near future, HBO and the company’s remaining film and TV studios will merge into one organization, while CNN, Discovery Plus, and other sports and news brands will be combined into another. This restructuring aims to more clearly separate the company’s businesses and allow each unit to focus on its own specific strategies.