Warner Bros. Rebrands Major Series as HBO Originals, Shifting from Max

Warner Bros. has announced a significant rebranding strategy for its major television projects, opting to label high-profile series as HBO originals rather than Max originals. This change, set to take effect in 2025, will impact highly anticipated shows such as the 'Harry Potter' series, the 'It' prequel 'Welcome to Derry,' and the upcoming 'Lanterns' series.

Casey Bloys, responsible for Max Content since 2020, explained the rationale behind this shift: 'As we began producing these shows, it became clear that they shared the same level of quality, talent, and narrative approach as traditional HBO programming.' This move represents a reversal of the previous strategy that used Warner Bros. IP as a differentiating factor between HBO and Max content.

The rebranding addresses criticism regarding the distinction between HBO and Max originals, aiming to leverage HBO's established premium reputation. It also seeks to avoid confusion about content quality and ensure that high-caliber shows align with audience expectations for HBO programming. Peter Safran, co-head of DC Studios, has already described 'Lanterns' as 'a huge HBO-quality event' comparable to 'True Detective.'

This strategic shift has implications for content distribution and scheduling. Shows now branded as HBO originals will be guaranteed a run on HBO's linear channel in addition to streaming on Max. This could lead to a more robust programming schedule for HBO in 2025 and beyond, with potential expansion of original programming slots to both Sundays and Thursdays.

The change also allows for greater flexibility in Max's content offerings. Shows with more traditional broadcast formats, such as the upcoming medical drama 'The Pitt' and crime thriller 'Duster,' will remain under the Max banner, ensuring a clear distinction in programming strategy between the two platforms.

While the rebranding won't affect projects launching in 2024 due to existing international licensing agreements, it signals a significant shift in Warner Bros.' approach to content branding and distribution. As the streaming landscape continues to evolve, this move reflects an effort to reinforce HBO's premium status while adapting to a world where streaming dominates.

The industry will be watching closely to see how this rebranding impacts viewer perceptions and whether it successfully addresses the challenges of content differentiation in an increasingly crowded streaming market. As Bloys noted, 'This shift in branding is about leaning into what viewers already assume—that these big, cinematic shows are HBO Originals.'