"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.

Warner Bros. Discovery’s decision to revive the HBO Max brand marks a strategic recalibration toward premium storytelling and brand clarity.

Warner Bros. Discovery shocked advertisers at its upfront, announcing the re-rebrand of HBO Max. Plus, it discussed new ad tech and IP for ad partnerships.