Streamliner
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This week, Warner Bros.
Lets start with the name.
Your colleagues spoke about some of the thinking behind it last week.
Were there any fun rejected candidates that lost out?
It was a highly considered and high-judgment decision.
Do you go to something that is completely different?
You know where we netted out, without calling out any of the names that were completely different.
It was long and arduous, but I think we came out with the right end product, hopefully.
I also wanted to ask about the color blue.
Your design rationale states that, its a popular color that resonates across genders and age groups.
Max now uses blue.
Look, I think the name and the color, everything is what you make of it.
Paramount and Prime are a little bit on the lighter side, Disney+ has more of a gradient.
We think the color that we came up with resonates that.
Weve talked before and youve mentioned that streaming services can be a little bit like selling insurance.
That a lot of different streaming services havent quite figured out how to differentiate their product from everyone elses.
Everybody knows insurance brands.
GEICO has a gecko, the 15 Minutes slogan.
Knowing that, how did you land on the one to watch as Maxs slogan?
Theres three criteria that we look at to double-check that these things work.
One, is it unique?
Two, is it relevant?
And three, does it matter?
The beauty about the one to watch is that it works in multiple dimensions.
The one to watch gives us a ton of runway to play with that line.
Theres a challenge of marketing a new product.
Then theres also the challenge of marketing the programming.
Do you worry youre throwing out the baby with the bath water by removing HBO from the name?
Is that something you talked about?
Creatively speaking, its actually not that hard to do at all.
Thats where we can have the best of both worlds.
Years ago, HBO Go infamously lagged duringGame of Thrones.
Then there was confusion between HBO Now vs. HBO Go, and which was which.
Then came HBO Max, now being replaced by Max three years later.
What if Max.com breaks on day one?
Think aboutThe Last of Us,The White Lotus,Succession.
These are all titles that had record-breaking viewership,The Last of Usbeing really the biggest numbers.
