Warner Bros. Discovery to kill HBO brand, rechristen HBO Max as ‘Max’

Say goodbye to the “HBO” in HBO Max as Warner Bros. Discovery Inc. will strip the HBO brand from the service’s name to rechristen it as just plain “Max.”Felix Gillette for Bloomberg:HBO is on the verge of outliving yet another existential challenge — its relatively brief and mostly awkward stint as a hyper-maximized, mass-prestigious streaming brand.
Time to wave goodbye to the HBO in HBO Max.
At a news conference Wednesday afternoon, David Zaslav, the chief e