Warner Bros. Discovery executive Pato Spagnoletto -- the company's chief direct-to-consumer marketing officer -- spoke with Variety ahead of the launch of the merged "Max" streaming service.
Spagnoletto explained that the controversial decision to drop HBO from the new platform's name was meant "to signal change," specifically that the new service is intended "for the entire family."
Both Spagnoletto and WBD president of global streaming JB Perrette have said that they don't feel the "HBO" brand specifically was seen as family-friendly.
- According to Spagnoletto, "The One To Watch" was chosen as a tagline for the new service because it was already being used internally, and the team felt that it positioned them as "a little bit of the underdog."
- Spagnoletto also discussed the use of imagery that recalls the "Harry Potter" films in the marketing for the new Max series, noting that it doesn't necessarily mean anything about the new content itself; he suggests that the ads were merely meant to reflect "the history and the richness" of the franchise as a whole.
- The new Max service launches on May 23.
