Beginning May 23, the Warner Bros. Discovery streaming service formerly known as HBO Max and newly rebranded as "Max" will boost the content of its original advertising-free premium -- and its consumer price tag.
Called the “Ultimate Ad-Free” service, HBO will expand its roster by more than 1,000 films and TV episodes in 4K UHD.
All that comes with a price hike to $19.99 a month -- raised from the current HBO Max ad-free plan of $15.99 a month (or $149.99/year).
Existing HBO Max subscribers will have access to their current plan features for a minimum of six months following launch.
New movies will include all eight “Harry Potter” movies, “The Lord of the Rings” trilogy and the “Dark Knight” trilogy, among others. In addition, all discovery+ TV content will also appear on Max.
Subscribers also have the discounted option of paying $199.99 a year for the new updated plan.
Since Warner Bros. Discovery ramped up its rebranding marketing effort in mid-April -- when it officially announced the name change -- paid advertising spend and promo value on WBD's TV networks and platforms totaled $29.1 million, according to iSpot.tv estimates.
This came from $5.2 million in paid advertising and $24.0 million in media value from on-air TV network promotions.
Since mid-April, many of the impressions from the campaign have run on WBD-owned networks TNT (593.1 million) and Investigation Discovery (472.5 million).