Warner Bros. is shaking up its streaming strategy by rebranding major franchises under the HBO Originals banner. Casey Bloys, CEO overseeing HBO and Max content, announced a significant change in how Warner Bros. categorizes IP projects, Deadline reports. Starting with upcoming tentpole series like the “Harry Potter” TV show and the “It” prequel series “Welcome to Derry,” these titles will now fall under HBO Originals rather than Max.

The decision marks a departure from previous plans to place all Warner Bros. IP-based series exclusively on Max, a distinction that was initially made when Bloys took on oversight of Max in 2020. The shift reflects a broader strategic rethink aimed at consolidating Warner Bros.'s big-budget and highly anticipated content under the HBO brand.

While projects like “The Penguin” and “Dune: Prophecy,” set to premiere this year, will remain under the Max umbrella for now due to prior branding and international distribution arrangements, all new shows launching from 2025 onwards will be branded as HBO Originals. This move underscores a strategic alignment to streamline content offerings and enhance the prestige associated with HBO's programming lineup.

According to insiders, the decision signals a lack of full confidence in Max's ability to serve as the exclusive home for high-profile scripted series, especially following the company's decision to shut down its unscripted division in 2022. Despite initial excitement surrounding the rebranded Max service in 2023 and its ambitious slate, including series like “Harry Potter,” Warner Bros. appears to be pivoting towards a more unified branding approach with HBO.

Implications and Industry Reaction

The decision to rebrand major franchises like “Harry Potter” and “Welcome to Derry” as HBO Originals has sparked discussions within the entertainment industry. Casey Bloys emphasized the reasoning behind the shift, citing a convergence in production quality and creative talent between HBO and Max projects. He highlighted examples such as “Lanterns,” an upcoming series featuring talent known for their work on HBO hits like “True Detective” and “The Leftovers.”

Industry observers have noted that while the distinction between HBO and Max initially served to delineate content based on Warner Bros. IP, the practical execution of producing these shows often mirrored HBO's acclaimed standards. This convergence led decision-makers to question the necessity of maintaining separate branding strategies.

Moving forward, HBO's strategy will focus on integrating big-budget series seamlessly under its Originals banner, aiming to maintain consistency in narrative quality and production values across its entire slate. The decision reflects a broader trend in the streaming landscape where platforms seek to leverage established brands like HBO to attract and retain subscribers.

As Warner Bros. prepares for the transition, fans and industry stakeholders will be watching closely to see how the rebranding impacts viewer reception and the overall market positioning of these iconic franchises. With new series slated to debut under the HBO Originals label from 2025 onwards, the shift represents a strategic move towards consolidating Warner Bros.'s streaming content under a unified and prestigious brand identity.

In conclusion, the rebranding of “Harry Potter,” “Welcome to Derry,” and other major Warner Bros. IP projects to HBO Originals signifies a strategic pivot aimed at enhancing brand coherence and viewer appeal within the competitive streaming landscape. As the industry evolves, Warner Bros. aims to leverage the legacy and prestige of HBO to maximize the impact and success of its flagship content offerings.