Warner Bros. Discovery is giving Dune: Prophecy, Lanterns, and The Penguin HBO branding in what feels like a larger pivot away from its Max-focused streaming plans.
Warner Bros. Discovery has been debuting its newer IP-based series on Max for the past few years in an effort to make it “the one to watch,” but the company is now switching things up with a big plan to rebrand multiple projects as — wait for it — HBO shows. Though The Penguin and Dune: Prophecy were both initially billed as Max Originals, Deadline reports that Warner Bros.
After revealing last month that the upcoming Harry Potter, Lanterns, and Welcome to Derry Max projects were being rebranded as HBO Originals, content head Casey Bloys was frank with Variety about how using IP as a delineator between the two platforms “started to feel unnecessary” as the shows began staffing up.
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