As WarnerMedia’s streamer HBO Max preps for a May launch, a new film division will become a direct pipeline — and could spark awkward internal politics. Is AT&T settling up a sibling rivalry? Details:
It says something about the state of the industry in general and the state of WarnerMedia in particular that the announcement of Warner Max, a “unique joint venture” that will produce up to 10 movies a year for the HBO Max streaming service, was not greeted with joy in the town.
The Warner Max announcement Feb. 5 mentioned six top executives who, with their teams, will create “dynamic and compelling films that draw on the depth and scope of the creative resources across WarnerMedia,” in the words of Toby Emmerich, chairman of Warner Bros. Picture Group. That reflects an intention to break down the long-siloed culture of the studio and its parent company.
’s disappointing performance setting off a noisy round of internal finger-pointing. The studio does have some potential hits coming, including thePerhaps ironically, the Warner Max reveal seemed designed to quell fears that Warners will be dominated by HBO Max executives. Warner Bros. CEO Ann Sarnoff’s name went first, before that of Robert Greenblatt, chairman of WarnerMedia entertainment and direct-to-consumer. But that doesn’t alter the consensus of the town.
There are many fundamental questions raised by the joint venture: What is an HBO Max movie and what will stay with Warners for a theatrical release? Will HBO Max make movies outside of the joint venture? Will Warners attempt to shorten theatrical windows in deference of the streaming service? And who’s running this show?
For decades, going back at least to the Warner Communications era, the culture at the company has been marked by divisions that remained separate and siloed. With Warner Max, an effort is underway to convince the two entities to cooperate. The thinking at Warners is that HBO Max will have a competitive edge because it will utilize Warners infrastructure, including physical production.
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