HBO Max's launch follows telecoms giant AT&T's $85 billion purchase of Time Warner, and brings that sprawling media empire's titles under one roof.
Beloved Warner Bros shows like "Friends," and films from "Casablanca" and "Citizen Kane" to the "Batman" movies, will sit alongside prestige HBO programs on the service.
"We're really tapping into the nostalgia and the warm feeling that's associated with these iconic characters that people love, and stories that they've fallen in love with year and year again," said marketing head Katie Soo. And the platform's "more is more" smorgasbord approach is at odds with the classic HBO model of focusing on fewer, high-quality productions that "really move the needle," said Smith.One campaign for HBO Max used a tagline reading: "Where Bada ... Meets Bing ... Meets Bang."
In the works are three new shows from "Lost" creator JJ Abrams, a "Gossip Girl" revival, and Ridley Scott's sci-fi "Raised by Wolves." Indeed, a recent Hollywood Reporter poll found HBO Max's biggest lure is its DC "universe" of titles featuring beloved characters such as Batman, Superman and Wonder Woman.
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