"It’s not TV, it’s HBO Max ... again," at a presentation that goes hard on executive talking points and largely ignores the studio's recent film successes.

HBO Max became simply Max in 2023. Now Warner Bros. Discovery is going back to basics and reclaiming a brand long associated with high-quality programming.

Warner Bros. Discovery is hitting rewind on Max’s branding, bringing back the HBO name it dropped from the streaming service two years ago. The company will rebrand its streaming platform as HBO Max this summer,