• Warner Bros. Discovery announced the rebranding of Max back to HBO Max.
• This change follows a controversial name switch from HBO Max to Max in 2023.
• The decision aims to highlight premium programming that HBO is known for.
• Social media reactions include both humor and confusion regarding the frequent name changes.
• The rebrand is set to occur this summer, with no pricing changes announced.

Warner Bros. Discovery (WBD) confirmed on May 14 that it will revert its streaming service Max back to HBO Max this summer, reinstating a name that had been dropped two years prior. The company emphasized that this move is aimed at enhancing the service's identity and showcasing its premium offerings, which have consistently drawn subscribers, according to NY Times and SFGate.

The name change reflects a significant turnaround from 2023, when WBD dropped the HBO branding in favor of Max to broaden its appeal and showcase a family-friendly image. However, the new name did not resonate the way executives had hoped, leading to near-universal praise when they announced the return to HBO Max during a presentation in New York, reports HuffPost and India Times.

David Zaslav, the CEO of WBD, stated that reviving the HBO name not only supports a strategic focus on quality programming, but he also noted that "the powerful growth we have seen in our global streaming service is built around the quality of our programming," highlighting the success of acclaimed series like "The White Lotus" and "The Last of Us," according to NPR and HuffPost.

The announcement of the name change was received with laughter and light applause during the advertising presentation, showcasing the dramatic shift in perception surrounding the brand. Casey Bloys, HBO content chair, humorously remarked, “I have a drawer full of stationery from the last time around,” further illustrating the light-hearted nature of the event, reports NPR and India Times.

Social media platforms have had a field day with the announcement, with many users humorously commenting on the rapid succession of name changes and its implications. Max itself took part in the amusement, releasing memes reflecting on the transition and joking about the ongoing identity crisis, as noted by HuffPost and NPR.