Max might not be the one to watch after all

An illustration of the HBO Max logo with “HBO” scribbled out.
Illustration: The Verge

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. Discovery will now market them as HBO Originals as part of a larger effort to differentiate what kind of content is released under the two brand umbrellas.

Now, the shows will premiere simultaneously on both Max and HBO the way other big tentpoles like House of the Dragon and Succession have in the past. This always kind of seemed like a given because of the success…

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