Six months ago, it felt like the internet just couldn’t wait to start streaming movies and shows on Disney+. On launch day, use of the site actually exceeded expectations, and many users experienced crashes and were unable to access the service all together. Excited about all of the nostalgic content, and falling in love with “Baby Yoda” when he appeared in the first episode of The Mandalorian, many people (myself included) joked about whether people even needed Netflix anymore, since we had the chance to relive our childhood with the hours of entertainment suddenly available to us on Disney+.
Six months later, Disney+ remains a popular service, but it doesn’t seem to have made the cultural impact that many (again, myself included) thought it would. Anecdotally, in my social media bubble, it seems to be most regularly used by my friends/family that have children, while many adults have gone back filling their spare time with Netflix offerings like Tiger King (or, in my case, Hulu offerings like “Devs”, which I *HIGHLY RECOMMEND*).
With Disney+ becoming a cultural mainstay, but moving past its initial hype, (and with many people currently spending more time at home), now might seem like a good time for a streaming service with a wide variety of entertainment to hit the market. Warner Brothers appears to be ready to cash in on this, as they are launching a streaming service this Wednesday (May 27th) that will have a *massive* amount of content (apologies to those who hate that word), including: popular shows (such as Friends, The Big Bang Theory, The Fresh Prince of Bel Aire, Doctor Who, and South Park), the entire collection of films from Studio Ghibli (films like Spirited Away, Howl’s Moving Castle, My Neighbor Totoro, and Prince Mononoke), plenty of recently-in-theaters films (such as Joker, Shazam!, It: Chapter 2, Detective Pikachu, and Lego Movie 2) with more being added all the time, and a huge list of classic films (including Casablanca, The Wizard of Oz, 2001: A Space Odyssey, Gone With the Wind, King Kong, and Singin’ in the Rain) which will also include a large offering of films from The Criterion Collection.
At this point, you may be asking “why haven’t I heard about this?” Well, chances are you actually might have, you just didn’t know that this was coming from Warner Brothers. Which is understandable, given the name of this new streaming service: “HBO Max.” People who pay close attention to the business side of film may know that WB owns HBO, but it’s unlikely that many people make an immediate connection between the two. Which makes it all the more unusual that WB has decided to use the “HBO” label for their new service. Some might argue that HBO is seen as a more “prestigious” brand, however, I would argue that “WB” is the more well-known brand (and I have data to back this up, which I’ll get to in just a bit).
Additionally, since those who currently subscribe to HBO will get HBO Max for free, it seems that if WB wanted to reach a wider audience that isn’t already subscribed to HBO, they should have gone with a different branding. Since HBO Max will include all of the content already available on HBO (plus a whole lot more), why not try an advertising campaign like: “Subscribe to WB+, it includes HBO for free!” This would have two advantages over their current direction: one, it makes people aware that this new service is from WB, and makes use of the brand recognition that comes with it; two, it continues to rely on the HBO name recognition, and makes the service seem like a better deal, since they get HBO for “free” with the rest of the service. (Also, WB+ is just a placeholder name here. I would say that they could probably come up with a better name that uses the “WB” branding, but since this is the same group of people that chose “HBO Max”, perhaps not. That said, Apple TV+ and Disney+ launched in the same month, and no one seemed to make a big deal about it. WB might as well just follow the trend and go with WB+).
One thing that deserves mentioning is that Warner Brothers doesn’t have nearly as cohesive of a brand as Disney. Ask someone to name five Disney movies, and they could probably do it with relative ease. Ask that same person to name five WB movies, and they’ll probably have a harder time doing it (especially if they have to be five movies from different franchises, so they can’t just say Harry Potter 1-5). That said, people still know the name “Warner Brothers.” They recognize the logo. And they (probably) associate the name with the general idea of movies (and hopefully good ones). Ask non-HBO users what they equate the name “HBO” with, and they may say something like “Game of Thrones” or “that expensive cable channel that we never paid for” (depending on which generation they are from). While this reasoning may just be speculation on my part, a quick look at the social media pages for “Warner Brothers” and “HBO” does indicate, at least quantitatively, that WB has more brand loyalty that HBO: WB has 34.7M followers on Facebook and 4.5M on Twitter, whereas HBO only has 12.8M on Facebook and 2.5M on Twitter. Even more troubling are the results of this survey, which indicates that almost none of the respondents were aware of the major offerings that would be on HBO Max. Would they have been aware if the service was instead called “WB+”? Maybe not automatically, but I do think more people would be paying attention to the ads for the launch of a new WB streaming service than they are for a new service called “HBO Max”, especially if they aren’t already interested in HBO.
Interestingly enough, Warner Brothers doesn’t seem to be the only company going for a strange branding option in the near future. You may or may not have heard of another streaming service launching in July called “Peacock.” The reason for this name is because a peacock is the logo for NBC, and the service will include NBC content. However, just like HBO Max, its library will go far beyond the current slate of shows offered from NBC TV. NBC shares a parent company with the film studio Universal, and Universal films (both new and classic) will be a large part of that service’s offerings. A quick glance at social media again shows that “Universal” is a more popular brand than “NBC.” Could it be that they may also be losing out on potential subscribers by choosing to promote the TV brand, rather than film studio brand? (Not to mention the fact many may not realize the connection between the name “Peacock” and “NBC” anyway.)
And if we want to go ever further down the rabbit hole: the parent companies of CBS and Paramount have recently merged again (the two companies have had an on-again/off-again relationship for years now), and the executives are reportedly considering doing a massive overhaul of their “CBS All Access” streaming service to pair it with Paramount’s vast film and television library (in fact, the movie selection on CBS All Access has recently expanded greatly.) If they decide to re-launch and re-name “CBS All Access” into something else, will they choose to go with a Paramount branding, or will they also choose to stick with the TV channel over the film studio? (Social media once again shows that Paramount has significantly more followers than CBS).
So what was the point of this whole post? Catharsis, mostly. This is something that has been bothering me pretty much ever since the service was announced, and I decided to finally take the time to rant about it. And since HBO Max launches this week, now seemed as good a time as any.
So what do you think? Did you know that HBO Max was WB’s answer to Disney+? Would you have paid more attention to it if it chose a name like “WB+” instead? Are you planning to subscribe and, if so, were you planning to before or after you were aware of its connection to WB? Let me know what you think, including if you think that I’m just crazy and that HBO Max is a good name, or that you wouldn’t have subscribed no matter what it’s name.
Also, if you enjoyed this, perhaps check out the last time I cared enough about something movie-related-but-not-actually-a-movie-itself to rant about it: Rotten Tomatoes (and specifically whether or not you should use it to choose which movies to watch). You can find that rant here. (Some of the information, such as the specific layout of the Rotten Tomatoes webpage, is slightly outdated now, but the ideas I expressed are still relevant.)