Cinemax Must Die
In looking at WarnerMedia's official announcement today of HBO Max, I noticed that the Cinemax brand was nowhere to be seen, either in their
sizzle reel video or in the text of their
press release. But didn't the WSJ recently report that HBO Max would include both HBO *and* Cinemax content, along with a lot of other stuff too? Meanwhile, I had been predicting before the WSJ report that if the rumored name of HBO Max turned out to be true, then surely the service would include Cinemax, given that Cinemax has been alternately known as "MAX" since TV Guide assigned it that three-letter abbreviation in their listings back in 1980 when the service debuted. HBO embraced the nickname, using it in derivative Cinemax brands, such as the Max Go mobile app and their MoreMax, 5-Star Max, OuterMax and MovieMax multiplex linear channels.
One thing I did notice in the press release, though, is a reference to new original exclusive content being made just for HBO Max as "Max Originals". OK, that won't be confusing.
"So the new Max Original series The Flight Attendant is on Cinemax, right?"
"No, it streams exclusively on HBO Max. It's not a
Cinemax Original series like Jett, it's a
Max Original series."
As someone who works in marketing communications, lemme tell ya, that's a branding mess.
But let's step back for a moment and think about Cinemax. If it does get absorbed into HBO Max, is there really any reason for Cinemax to continue on as a standalone service, or even a separate brand? Not really. It's always been HBO's less popular red-headed little sister. And even though Cinemax (and HBO) stopped carrying soft-core pornography over a year ago, the Cinemax brand is still tainted by its longstanding "Skinemax" connotation. More people probably know it for that stuff as opposed to the pulpy, testosterone-driven action/thriller originals it has focused on over the past few years like Banshee, Strike Back and Warrior. HBO Max will take pains to make consumers understand that it's a big broad service, focused on quality, but offering something from everyone, targeting all tastes, and all AGES, including KIDS. "Skinemax" and Sesame Street simply do not go together.
So Cinemax must die. All of its past original content (e.g. The Knick, Tales from the Tour Bus, C.B. Strike, etc.) will live on as part of the HBO Max on-demand library. Cinemax's current series like Jett and Warrior will continue on to new seasons, but simply rebranded as "Max Originals" rather than "Cinemax Originals".
What happens to the Cinemax linear channels on cable TV? All of them die, except for the original main Cinemax channel, which is simply rebranded as HBO Cinema. It joins a more compact HBO multiplex of channels, along with HBO, HBO Family, and HBO Latino. HBO Cinema will air theatrical Hollywood movies 24/7, all uncut and commercial-free, from Casablanca to Harry Potter, The Wizard of Oz to Wonder Woman, Dirty Harry to Doctor Sleep.
Cinemax
born 1980 - died 2020
R.I.P.