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Warner Bros. Entertainment Inc. (commonly known as Warner Bros. and abbreviated as WB), is an American diversified multinational mass media and entertainment conglomerate headquartered at the Warner Bros. Studios complex in Burbank, California, and a division of AT&T's WarnerMedia. Founded in 1923 by brothers Harry, Albert, Sam, and Jack Warner, the company established itself as a leader in the American film industry before diversifying into animation, television, and video games, and is one of the "Big Five" major American film studios, as well as a member of the Motion Picture Association (MPA).
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Warner Bros. Discovery Worried That ‘HBO’ Name Turns Off New Subscribers

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thewrap.com

Bloomberg reported on Thursday and TheWrap independently confirmed.The name change is meant to signal that the service will not just be HBO Max with Discovery content, nor will HBO Max be ported over to Discovery+. “Max” is the leading contender, though Warner Bros.

Discovery CEO David Zaslav said on a recent earnings call that the new name would be officially unveiled April 12. Internal market research found that the name change could help the service appeal to consumers outside of big cities who have preconceived notions about the HBO brand.Publicly, Warner Bros.

Discovery has positioned a name change dropping “HBO” as preserving what’s special about the HBO brand. Paramount Global took a strikingly different approach with merging Paramount+ and Showtime by stacking the names on top of each other, so Paramount+ with Showtime would not lose either brand’s established appeal. (Or, possibly, neither entity was willing to cede top billing to the other.)When HBO became an award-winning juggernaut in the ’90s with “Sex and the City” and “The Sopranos,” the catchphrase used in its marketing was, “It’s not TV.

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