Max’s Marketing Boss Explains Using Old ‘Harry Potter’ Logo to Announce New Series, and Boosting Combined Platform’s Family Focus
variety.comJennifer Maas TV Business Writer As HBO Max morphs into Max next month, the onus is now on the marketing teams inside Warner Bros.
Discovery to get the word out. While talk of a combined HBO Max and Discovery+ streamer has swirled around Hollywood for months (including the now-correct assumption that it would be named Max), awareness of the change is just now hitting consumers.
That’s where Pato Spagnoletto, global chief marketing officer of direct-to-consumer at Warner Bros. Discovery, and his team will come in.
They have a month — the new service launches May 23 — to educate audiences on why the streamer is dropping “HBO” from its name, and what it will now be offering — including the promise of more personalized recommendations, better positioning of kids’ content and several splashy titles, including a Max original devoting each season to adapting one book in J.K.
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