HBO Max Unveils a Condensed Marketing Push Ahead of Its May 27 Debut

Streaming service ‘had to recalibrate’ amid Covid-19 pandemic

HBO Max marketing rolling out this week juxtaposes major WarnerMedia and HBO characters. HBO Max

Earlier this year, WarnerMedia Entertainment was planning an extensive three-month marketing blitz for its upcoming streaming service, HBO Max. The new platform would get heavy billing during tent-pole spring sports events like the NCAA Tournament, March Madness and the start of the Major League Baseball season ahead of its May 27 debut, plus a glitzy Met Gala sponsorship, a major presence at the TCM Classic Film Festival and experiential activations and retail tie-ins galore.

@kelseymsutton Kelsey Sutton is the streaming editor at Adweek, where she covers the business of streaming television.