Warner Bros. Discovery Unfolds Megacontent Game Plan 2.0

The Big Message: With a mix of content doubling down on top franchises from Warner Bros. Discovery's IP portfolio with fresh, bold creations from an A-list of top content makers, Max will operate from the get-go with wide audience appeal -- and wide advertiser appeal. "It's the place every member of the household can go to see exactly what they want at any given time," declared Warner Bros. Discovery Chief Executive Officer David Zaslav. "For our company, this is our rendezvous with destiny. It's our superpower."

Hosts: Zaslav, joined by Global Streaming & Games President and Chief Executive Officer JB Perrette, HBO and Max Content Chairman and Chief Executive Officer Casey Bloys, and Kathleen Finch, U.S. Networks Group Chairman and Chief Content Officer. (Bloys, Finch, Zaslav and Perette are pictured at top, left to right)

What Worked: A solid-paced presentation direct from the Warner Bros. studio complex in Hollywood, specifically from iconic Stage 14 where movies from Casablanca and A Streetcar Named Desire to Gremlins were filmed. The Cinerama-style videowall was put to grand use during each executive's portion of the presentation, and Bloys was smart to acknowledge specific new series creators, producers and directors during his remarks.

What Also Worked: Plenty of video clips throughout the showcase, from an impressive opening montage of the entire Warner Bros. Discovery service lineup to scenes from upcoming series. At one point, trailers from a trio of new HBO series/miniseries were presented without a break: True Detective: Night Country, The Regime and The Sympathizer.

What Didn't Work: Going public with the intention to make news (apparently involving CNN) and sports coverage a major Max attraction, then immediately kicking the can on disclosing details. Zaslav promised that in a few months, Max will unveil "an attack plan" for having news and sports serve as a vital element of the service.

Bonus Point: All four executives came back on stage for a post-presentation session with journalists attending in-person. Great move reminiscent of what The CW successfully did for years after concluding its Upfront event in New York -- and a reminder that this practice should be adopted at other Upfront/NewFront briefings whenever possible.

Data Points:Reconstituted Max will come in three formats -- limited advertising at $9.99 a month, ad-free for $15.99 a month and ultimate ad-free (featuring content presented in 4K ultra-high definition) for $19.99 a month. Discovery+ will continue to operate as a separate limited-ad or ad-free service. All three Max versions will have improved navigation and content discovery features, PayPal as a new way to pay the monthly fee and self-service interfaces. A number of new ad formats, some with interactive and customer reward elements, will be announced next month at Warner Bros. Discovery's official Upfront event in New York City.

News: In one of the most unique arrangements in TV history, Max will present an original series adaptation of the Harry Potter books that will run a full decade and have author J.K Rowling as an executive producer. The series is expected to premiere next year or in 2025, depending on how soon a production team is assembled and can begin filming episodes. The Big Bang Theory creator Chuck Lorre will develop a new offshoot series for Max, based on characters from that long-running sitcom. Also in scripted Max development: a genre drama inspired by The Conjuring films. Max will continue to be an immediate second home for HBO originals, including new Game of Thrones prequel series A Knight of the Seven Kingdoms: The Hedge Knight, written and executive produced by Game creator George R.R. Martin. Separately, Max will rekindle its commitment to support original kids and family content (both live-action and toon), beginning on relaunch day with the long-awaited cartoon saga Gremlins: Secrets of the Mogwai. Down the road, look for Looniversity, a Tiny Toons Adventures spinoff and a Peter and the Wolf special with music by Bono.

Parting Words: "This is our time, this is our house and everything is possible, especially with the media assets, the storytelling and the amazing creative talent that we have here … We are the greatest storytelling company on Earth." -- David Zaslav, Warner Bros. Discovery Chief Executive Officer

"(Max) is a wide-ranging mosaic of content that will be unmatched in the breadth, reach and excellence of its offering. We are not a giant undifferentiated blob of programming." -- HBO and Max Content Chairman and Chief Executive Officer Casey Bloys

"Streaming has reached the age of adolescence … The result is that consumers are overloaded." -- J B Perrette, Warner Bros. Discovery President and Chief Executive Officer, Global Streaming & Games

"Our most valuable franchises will live inside Max from day one." -- Kathleen Finch, Warner Bros. Discovery U.S. Networks Group Chairman and Chief Content Officer

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