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The HBO Name, TV’s Classiest Brand, Tries to Prove It Can Be Everything to Everyone

A maximized HBO will take on Netflix while trying to avoid the fate of Cadillac 

HBO Max WarnerMedia Investor Day Presentation
Photographer: Presley Ann/Getty Images

It’s not TV. It’s not HBO. It’s HBO...Max.

This week, AT&T Inc. is rolling out HBO Max, its new supersized streaming platform, anchored by classic HBO programming and girded with lots of other stuff from WarnerMedia. Old movies, newer movies, comedy specials, broadcast sitcoms from the ’90s, a quarantine cooking show with Selena Gomez, a rom-com starring Anna Kendrick, and a children’s crafting competition series called “Craftopia.”