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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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Movie Review: In 'Heads of State,' a Buddy Comedy with Statesmen

This image released by Prime shows John Cena, left, and Idris Elba in a scene from "Heads of State." (Bruno Calvo/Prime via AP)
This image released by Prime shows John Cena, left, and Idris Elba in a scene from "Heads of State." (Bruno Calvo/Prime via AP)
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Movie Review: In 'Heads of State,' a Buddy Comedy with Statesmen

This image released by Prime shows John Cena, left, and Idris Elba in a scene from "Heads of State." (Bruno Calvo/Prime via AP)
This image released by Prime shows John Cena, left, and Idris Elba in a scene from "Heads of State." (Bruno Calvo/Prime via AP)

Say what you will about the Idris Elba-John Cena vehicle “Heads of State,” but it’s surely the first buddy comedy about the fraying bonds of NATO.

The potential collapse of the North Atlantic Treaty Organization plays a surprisingly pivotal role in this fitfully diverting, for-background-noise-only, straight-to-streaming movie. Elba plays the embattled British Prime Minister Sam Clarke, while Cena co-stars as the recently elected US President Will Derringer, a former action star.

“Heads of State,” directed by Ilya Naishuller (“Nobody”), is mostly about their relationship, a tense and adversarial one challenged further when an assassination plot leaves them stranded together in Belarus. But that “Heads of State,” which debuts Wednesday on Prime Video, is such a mild romp makes it all the more surprising to hear a line uttered like: “If NATO falls, there’s no backstop against despots and dictators.”

It’s a funny time to release a comedy set around international political disconnection and imperiled Western democracy. But if you were beginning to worry that “Heads of State” is too timely, don’t. Any nods to current events here serve more as reminders of how much “Heads of State” — like most of Hollywood’s output — is unengaged with anything resembling our political reality.

You could argue that that’s not necessarily a bad thing. You could also argue that the greater sin of “Heads of State” is underusing Stephen Root. (He plays an expert working for the bad guys.) But the vaguest hints of real-world intrigue only cast a pale light on the movie’s mostly lackluster comic chops and uninspired action sequences.

The best thing going for “Heads of State” is that the chemistry between Elba and Cena is solid. The “Suicide Squad” co-stars trade barbs with a genial ease. Most of the time, those revolve around their characters’ divergent histories — Clarke was a commando before becoming a politician — in debates like which one of them is “gym strong” as opposed to “strong strong.”

That’s one of the few decent gags in the script by Josh Applebaum, Andre Nemec and Harrison Query. But one problem in “Heads of State” goes beyond the high-concept set-up. The best buddy comedies — “Midnight Run,” “48 Hrs.,” “The Nice Guys” — are predicated on opposites thrown together. Elba and Cena have their obvious differences. (Cena’s Derringer is exaggeratedly optimistic here, too.) But ultimately they’re both beefy dudes in suits.

As the MI6 agent Noel Bisset, Priyanka Chopra Jones gives the movie a kick. But her scenes are left to the beginning and end of the movie. In between, we’re left to wonder where she went, how two political leaders would have such non-existent security and whether a few half-decent jokes are enough to forgive the movie's geopolitical delusions.