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Renaming HBO Max to Max was meant to “protect the HBO brand.”
Bloys made fun of critics for complaining that the “HBO Max” name diluted the HBO brand... and then complaining that the “Max” rebrand cast HBO aside. Here’s his reason:
If HBO is in the title of the platform, it represents everything on the platform, and it was about to get a lot bigger ... I did not want the HBO brand to take on all that stuff because it wasn’t designed to. So now we get to go back to HBO being exactly what HBO is.
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