Warner Bros Discovery Relaunches HBO Max Streamer as ‘Max’ in Bid for Broader Audience 

Jeremy Strong arrives at the HBO and HBO Max Post Emmys Reception on Sept. 12, 2022, in West Hollywood, Calif. Strong plays Kendall Roy in the HBO television series “Succession.” (AP)
Jeremy Strong arrives at the HBO and HBO Max Post Emmys Reception on Sept. 12, 2022, in West Hollywood, Calif. Strong plays Kendall Roy in the HBO television series “Succession.” (AP)
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Warner Bros Discovery Relaunches HBO Max Streamer as ‘Max’ in Bid for Broader Audience 

Jeremy Strong arrives at the HBO and HBO Max Post Emmys Reception on Sept. 12, 2022, in West Hollywood, Calif. Strong plays Kendall Roy in the HBO television series “Succession.” (AP)
Jeremy Strong arrives at the HBO and HBO Max Post Emmys Reception on Sept. 12, 2022, in West Hollywood, Calif. Strong plays Kendall Roy in the HBO television series “Succession.” (AP)

When the HBO Max streaming service relaunches on Tuesday as "Max," Warner Bros Discovery Inc will learn whether mixing critically acclaimed dramas with reality fare that some might describe as a "guilty pleasure" will attract more subscribers.

"Max" will bring together HBO’s high-end scripted programming like "Succession" and Warner Bros films with Discovery’s food, home and lifestyle content, including "Fixer Upper: Welcome Home," in a bid to broaden the appeal of the original HBO Max service, as well as reduce the number of people canceling the service each month. It also plans to expand the portfolio of children's content.

Warner Bros Discovery first announced the planned changes on April 12.

The media company forged by the 2022 union of WarnerMedia and Discovery is betting that the addition of Discovery content will help retain viewers who typically sign up for HBO Max to watch a season of their favorite show – and then cancel after the finale.

It is a formula that proved successful for the Discovery+ service in Poland and the Nordic countries.

"In markets where we had scripted entertainment and nonfiction sitting together, we know the proposition works," said JB Perrette, Warner Bros Discovery’s president and chief executive of global streaming, adding that despite the common perception of HBO viewers "as only living in an ivory tower of HBO, the reality is we all have guilty pleasures."

Max also will seek to mine the media company's rich trove of entertainment franchises, with a forthcoming "Harry Potter" series, a "Game of Thrones" prequel and the DC Comics-inspired "The Penguin," starring Colin Farrell. Perrette said the company also is thinking about how to incorporate sports in its streaming offering.

In its first-quarter results announced earlier this month, Warner Bros Discovery said its streaming unit, which includes the HBO Max and Discovery+ services, posted adjusted pretax earnings of $50 million, compared with a loss of $227 million a year earlier. It gained 1.6 million subscribers.

"Our US streaming business is no longer a bleeder," CEO David Zaslav said on a post-earnings call.

That marked a milestone for a division that had been losing money in its bid to gain subscribers and a foothold in the industry's digital future. However, Zaslav said the churn on HBO Max was unacceptably high. Some 6.5% of HBO Max subscribers canceled the service in April, double the churn rate of rival Netflix Inc, according to the analytics firm Antenna.

Discovery+ will remain a standalone platform, though its most popular shows will also be available on Max.

Max has three tiers: an ad-supported version for $10 per month and ad-free version for $16 per month, both with the ability to stream on two devices at once; and a $20-per-month ad-free version that can be streamed on four devices at once.



Beyonce Delivers a Rousing Kickoff to Her 'Cowboy Carter' Tour

Beyonce, shown here performing with her daughter Blue Ivy during an NFL game on Christmas Day 2024, is the artist with the most Grammys ever. Alex Slitz / GETTY IMAGES NORTH AMERICA/AFP/File
Beyonce, shown here performing with her daughter Blue Ivy during an NFL game on Christmas Day 2024, is the artist with the most Grammys ever. Alex Slitz / GETTY IMAGES NORTH AMERICA/AFP/File
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Beyonce Delivers a Rousing Kickoff to Her 'Cowboy Carter' Tour

Beyonce, shown here performing with her daughter Blue Ivy during an NFL game on Christmas Day 2024, is the artist with the most Grammys ever. Alex Slitz / GETTY IMAGES NORTH AMERICA/AFP/File
Beyonce, shown here performing with her daughter Blue Ivy during an NFL game on Christmas Day 2024, is the artist with the most Grammys ever. Alex Slitz / GETTY IMAGES NORTH AMERICA/AFP/File

Singer Beyonce launched her "Cowboy Carter" stadium tour on Monday, rolling through "Texas Hold 'Em" and other country-inspired hits and sharing the stage with her two daughters.

Beyonce opened the nearly three-hour show at SoFi Stadium near Los Angeles with "American Requiem," appearing in an all-white cowboy outfit with long fringe on the sleeves as dancers in red performed around her, Reuters said.

For her cover of Dolly Parton classic "Jolene," Beyonce sat on a lighted horseshoe that floated above the crowd. She rode a gold mechanical bull for "Tyrant" and flew through the air in a red car while holding an American flag for "16 Carriages."

Beyonce's 13-year-old daughter, Blue Ivy Carter, joined the backup dancers for several songs, including "Ya Ya" and "America Has a Problem." She strutted down a long runway to lead a dance to "Deja Vu," flipping her hair as she turned to walk back.

Seven-year-old Rumi Carter appeared on stage while Beyonce performed the lullaby "Protector." She waved both hands to the crowd and turned around to give her mom a hug.

"Cowboy Carter" earned Beyonce her first album of the year Grammy in February. It was viewed by experts and fans as a reclamation and homage to an overlooked legacy of Black Americans within country music and culture.

"I want to thank all of those who came before me that allowed me to be on this stage today," Beyonce said at Monday's show. "I want to thank you my fans for allowing me to make this album. Thank you for giving me the creative liberty to challenge myself."

Beyonce also performed hits including "Formation,Cuff It" and "Crazy in Love" from previous albums.

The tour, called the Cowboy Carter and the Rodeo Chitlin' Circuit Tour, is scheduled to run through July in the US and Europe.

Many fans went all in on the cowboy theme, wearing Western hats, cowboy boots and rhinestone-studded denim. Beyonce thanked the crowd before ending with the song "Amen."

"I feel so overwhelmed," Beyonce said.