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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)
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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.

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Where's Marty McFly's Guitar? Search Is on for ‘Back to the Future’ Prop 4 Decades Later 

Michael J. Fox arrives at “A Country Thing Happened on the Way to Cure Parkinson's” in Nashville, Tenn., on April 26, 2023. (AP) 
Michael J. Fox arrives at “A Country Thing Happened on the Way to Cure Parkinson's” in Nashville, Tenn., on April 26, 2023. (AP) 
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Where's Marty McFly's Guitar? Search Is on for ‘Back to the Future’ Prop 4 Decades Later 

Michael J. Fox arrives at “A Country Thing Happened on the Way to Cure Parkinson's” in Nashville, Tenn., on April 26, 2023. (AP) 
Michael J. Fox arrives at “A Country Thing Happened on the Way to Cure Parkinson's” in Nashville, Tenn., on April 26, 2023. (AP) 

Marty McFly grabbed a guitar in “Back to the Future” and rocked out with the band at a 1950s high school dance, helping him narrowly avoid blinking out of existence before time-traveling back to the 1980s.

The guitar, in real life, wasn't as lucky.

Filmmakers went looking for the instrument while making the movie's 1989 sequel, but even now it's nowhere to be found. Four decades after the blockbuster film debuted, the guitar's creator has launched a search for the iconic Cherry Red Gibson ES-345.

Gibson, which is based in Nashville, is asking the public for help tracking it down as the movie turns 40 and as the company produces a new documentary about the search and the film, “Lost to the Future.”

In a video by Gibson, with the movie's theme song playing in the background, “Back to the Future” stars such as Michael J. Fox, Christopher Lloyd, Lea Thompson and Harry Waters Jr. make a cinematic plea. There's also a surprise appearance by Huey Lewis, whose band Huey Lewis and the News performed the soundtrack's headliner song, “The Power of Love.”

Lloyd, in the cadence of Doc Brown, says in the video that the guitar has been “lost to the future.”

“It's somewhere lost in the space-time continuum,” says Fox, who played McFly. “Or it's in some Teamster's garage.”

In the film, McFly steps in for an injured band member at the 1955 school dance with the theme “Enchantment under the Sea,” playing the guitar as students slow dance to “Earth Angel.” He then leads Marvin Barry and the Starlighters in a rendition of “Johnny B. Goode,” calling it an oldie where he comes from even though the 1958 song doesn't exist yet for his audience.

Fox said he wanted McFly to riff through his favorite guitarists' signature styles — Jimi Hendrix behind the head, Pete Townshend's windmill and the Eddie Van Halen hammer. After digging and dancing to “Johnny B. Goode,” the students at the dance fall into an awkward silence as McFly's riffs turn increasingly wild.

“I guess you guys aren't ready for that yet,” McFly says. “But your kids are gonna love it.”