Inside the Warner Bros. Discovery Upfront: Branding Whiplash and “The ‘White Lotus’ Effect”

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On a wet Wednesday morning, I settled down at The Theater at Madison Square Garden, glancing over the audience and contemplating if any of them realized they were in for a surprise – a prank, as it were – during the Warner Bros. Discovery upfront event.

Two years following the forced rebranding of Max (formerly known as HBO Max), there’s a surprising move to reinstate the “HBO” label on the crucial platform for the company’s future success. Interestingly, this change wasn’t highlighted at the beginning of the presentation. Instead, it was revealed about 30 minutes into the event, after numerous references to “Max.” It was Casey Bloys who finally brought up the subject.

According to Bloys, “Given where we’re heading and the powerful pace we’ve got, we think HBO Max more accurately reflects what we currently offer our consumers.

The proposal caused laughter and amazement, but no one thought it was a joke. If someone was sad about Max, they kept it to themselves or quickly accepted the situation. The CEO joked that he has plenty of stationery because he had prepared for this before.

As a gamer, I wouldn’t typically associate an annual event primarily designed for advertising with raising a surrender flag. However, Bloys found a way to enjoy it, just like Shauna Spenley, the Chief Marketing Officer of HBO Max. She took her turn at the podium, showcasing a creative visual: a mock-up of our beloved services – HBO Go, HBO Now, HBO Max, and simply Max – all coexisting on one screen.

Despite David Zaslav, CEO of Warner Bros. Discovery, being conspicuously absent, there was an abundance of executives at the event. Interestingly, the company led the way this week in having more businesspeople than actors on stage. The focus seemed heavily on discussing strategies rather than demonstrating them. For instance, the newly appointed co-presidents of advertising sales, Ryan Gould and Robert Voltaggio, started the presentation with a lengthy discussion about different branded projects such as “Storyverse,” an in-house studio named “Courageous,” DemoDirect, and NEO. A prerecorded Conan O’Brien tried to clarify how DemoDirect and NEO functioned, but his explanation was as casual as one might anticipate.

Are there not conference rooms and Zoom calls for this stuff?

As a devoted fan, I can’t help but marvel at the undeniable impact of “White Lotus” on advertising. This series, more than any other piece of programming, has garnered unprecedented attention that could be likened to a breath of fresh air. Spenley mentioned numerous brand partnerships and highlighted the striking correlation between the show’s exotic settings and surges in tourism. In a sense, it seems as though we’re not just entertaining audiences; we’re boosting local economies in the process. It’s truly an exhilarating feeling!

The screen displaying before Spenley changed to a screen showing White Lotus tweets. One of them read, “I’m curious about what Lachlan and Saxon are up to for National Sibling Day,” bringing joy to the room.

WBD is very optimistic about media buyers’ interest in “The White Lotus,” as evidenced by the opening skit featuring Carrie Coon, Michelle Monaghan, and Leslie Bibb (known as “The Big Blonde Beauty”). In this adorable scene, they flattered each other excessively, with escalating compliments. “Are we returning to our characters?” Coon inquired. “If so, I’ll need a drink right away.

Me too, Carrie.

However, the luster of the stars waned following that point, regaining its sparkle just on the brink of the end when Shaquille O’Neal teamed up with James Gunn and Peter Safran for a screening of the latest Superman trailer.

This week, among several major media companies showcasing their film studios, it was interesting to see Warner Bros. Discovery’s (WBD) movie lineup receive relatively little focus. In fact, more attention was given to Sinners, a different production, during Michael B. Jordan’s guest appearance at Amazon’s pitch event. Instead, the presentation primarily discussed other topics, such as CNN CEO Mark Thompson announcing a new weather app and Tony Shalhoub sharing thoughts on the universal appeal of bread for several minutes. After 90 minutes, it was eventually mentioned that Minecraft, which has already generated over $1 billion at the global box office, will make its way to HBO Max in the future.

Prior to the anticipation of movies, and even before anything else, the performance was introduced by an individual from Actors Equity dressed as a character resembling the demonic nuns from the Dune films. As spectators found their seats for what turned out to be almost a two-hour event, a mysterious voice echoed assurances of “an innovative project that will push boundaries” and “a future that will shape culture and elevate entertainment.”

Before movies started, someone from Actors Equity dressed as a demonic nun-like character announced the show. The voiceover promised an exciting and groundbreaking performance that would revolutionize the future of culture and entertainment.

The pledge made seemed excessively ambitious, similar to one made by NBCUniversal only a couple of days prior. However, it’s not my place to criticize someone for perhaps overindulging in their own “sand worm juice.

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2025-05-14 20:25