Why HBO Max Must Outmuscle HBO to Succeed

WarnerMedia made it abundantly clear how much it values its current HBO subscribers, who are the centerpiece of its streaming play — HBO Max. “Everything starts with HBO,” WarnerMedia entertainment chairman Bob Greenblatt proclaimed Tuesday during an Investor Day event to promote the new service. WarnerMedia’s celebrated brands, such as Warner Bros., HBO and Turner, have always been viewed in their own separate prisms. To succeed among its competitors, AT&T has spent the past year breaking down those silos. It’s no coincidence that HBO Max’s big unveiling came at Warner Bros. Studios’ Stage 21, where movies like “Batman Returns” and the “Vacation” comedy franchise were filmed. WarnerMedia is betting on consumers viewing those three main brands as being synonymous with WarnerMedia, much like consumers can’t help but see Mickey Mouse when it comes to Marvel, Pixar and now Star Wars. A key challenge: WarnerMedia doesn’t have the same cache as Disney, which has spent decades carefully cultivating its powerful image. Also Read: HBO Max: Everything We Learned From WarnerMedia's Streaming Event Not only does HBO Max cost the same $14.99-per-month as HBO (and HBO Now), but for those who are also AT&T subscribers, they’ll get free access to HBO Max, rather...

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