A starry group got here collectively for a gathering at Courteney Cox’s Malibu seashore home on Oct. 5, 2019. Had the paparazzi gotten wind, pandemonium would have certainly ensued.
Cox invited her 5 “Buddies” co-stars — Jennifer Aniston, Lisa Kudrow, Matt LeBlanc, Matthew Perry and David Schwimmer — for a uncommon reunion dinner. The gathering was memorialized in a grainy six-shot selfie that Aniston posted every week later when she joined Instagram.
Earlier than the former co-stars obtained all the way down to reminiscing, nonetheless, there was enterprise to take care of. The highest brass from WarnerMedia had made the trek earlier in the day to Cox’s house to debate the newest plans for the Warner Bros. TV sitcom that made its stars family names in the mid-’90s.
Bob Greenblatt, Kevin Reilly and Sarah Aubrey — the executives main the cost for WarnerMedia’s bold HBO Max streaming enterprise that bows Might 27 — got here by to clarify precisely what the firm’s new on-demand streaming service was and the way it could showcase the 236-episode library of “Buddies.” They outlined their imaginative and prescient for a world platform to compete with Netflix, Amazon, Disney and others in TV’s new frontier of the direct-to-consumer cavalcade.
Then the trio broached the thought of some type of “Buddies” reunion occasion to propel the service.
“We didn’t discuss numerous enterprise, however we did speak about how possibly this might occur,” says Reilly, chief content material officer for WarnerMedia Leisure and Direct to Shopper.
Courting the “Buddies” forged was certainly one of the extra glamorous duties on what has been a 14-month marathon to get HBO Max off the floor.
The funding is the greatest wager thus far made by AT&T to comprehend the promise of its $85.Four billion acquisition of Time Warner. The directive final 12 months from then-WarnerMedia CEO John Stankey — the AT&T veteran set to develop into CEO of the telco large in July — was a galvanizing pressure for firm insiders at a time when HBO, Turner and Warner Bros. rocked by administration upheaval and the exit of high executives from the earlier regime.
Bringing WarnerMedia boldly into the streaming wars has been job one for Greenblatt ever since the NBC, Showtime and Fox veteran was recruited to steer WarnerMedia Leisure and Direct to Shopper in March 2019. The timetable for HBO Max’s goal spring 2020 launch date was extremely aggressive — a problem that Greenblatt believes helped Staff Max energy by means of its planning even because it confronted an enormous curveball with the pandemic lockdowns that started in mid-March.
“We didn’t have the luxurious of spending three to 6 months determining what product we needed to construct and what the service ought to or shouldn’t be,” Greenblatt says. “All of our choices needed to be made rapidly.”
AT&T has pledged to take a position $Four billion in HBO Max over the subsequent three years. That features the value of programming for the service in addition to misplaced WarnerMedia earnings from steering films and TV exhibits to HBO Max that in any other case would have been licensed to outdoors consumers.
“AT&T is an enormous firm. They’ve obtained the scale and the monetary assets to again a direct-to-consumer platform that actually does compete head-to-head with the large boys,” says John Hodulik, the UBS telecom analyst who has coated AT&T for 20 years. “It’s the proper factor for them to do from a capital allocation standpoint. Do you proceed to take a position in the distribution that’s slowly dying, or do you make investments in the development space? Typically, you make investments in development.”
The hope is that HBO Max is constructed up over the subsequent few years to be a multipurpose platform for the international distribution of WarnerMedia content material in addition to an engine for bundling subscriptions to AT&T’s wi-fi and information companies. The concern is that an underwhelming HBO Max would tarnish or, worse, be a monetary pressure on HBO correct. The pay TV pioneer generated working earnings of $2.three billion from income of $6.eight billion in 2019.
“Everybody concerned in [HBO Max] feels the strain of doing one thing that’s worthy of the title of the community,” says Greg Berlanti. The prolific Warner Bros.-based multi-hyphenate is shepherding quite a few collection for HBO Max, together with a big-budget tackle “Inexperienced Lantern.”
The staff behind HBO Max has needed to roll with the pandemic punches in the final mile earlier than its scheduled begin. Plans for the “Buddies” reunion to launch the service have been scuttled by the lockdown, however the particular (with a payday of $2.5 million per star) stays a go, as quickly as capturing in individual is sensible and schedules align. Nor will there be the similar amount of HBO Max originals as anticipated for the launch and on by means of early 2021.
Advertising and marketing campaigns needed to be rebuilt nearly from scratch when key occasions together with the March Insanity faculty basketball match, which is carried by Turner networks, have been unexpectedly scrapped.
“Hastily all of our advertising organized round sporting occasions, Comedian-Con — now all these occasions weren’t taking place,” says Andy Forssell, a Hulu and Otter Media veteran who’s govt VP and normal supervisor of HBO Max. “These plans have been redone from the backside up at the final minute.” WarnerMedia chief advertising officer Chris Spadaccini led the cost.
“We didn’t have the luxurious of spending three to 6 months determining what product we needed to construct and what the service ought to or shouldn’t be.”
On the manufacturing aspect, greater than 30 HBO Max tasks have been shuttered on account of the pandemic. Aubrey spent her final Friday in the workplace — HBO Max for now has arrange store in Turner’s Burbank workplace constructing, round the nook from the Warner Bros. lot — and known as producers for these exhibits to debate the extraordinary circumstances and commiserate. Additionally they scrambled to get a number of tasks arrange with distant modifying instruments.
“It’s vital for them to listen to straight that we’re right here to help the manufacturing,” Aubrey says. “Some individuals have been like, ‘Oh, are you going to make use of this as a motive to cancel the present?’ All of us felt it was actually vital to place a private message of assurance behind that.”
Greenblatt admits he was frightened that the widespread shutdowns would current a much bigger hardship than it’s been to have govt groups speaking by Webex video conferences and textual content messages.
“Can the final lap of this all be finished at house? Miraculously, the reply is sure,” Greenblatt says. “It’s nonetheless stunning to me that it was all nonetheless capable of keep on, even the tech aspect of it.”
On March 20, early in the lockdown, Stankey convened a videoconference name with Greenblatt and different key lieutenants. The group had settled on Might 27 as the launch date months earlier than however nonetheless hadn’t made it official to the public. On the name, Stankey noticed that “the world has modified” and requested the staff the way it was feeling about the launch. “Throughout the board everybody was like, ‘Let’s go,’” Forssell recollects. “There actually wasn’t numerous debate about it.”
Stankey marvels at the progress that has been made in barely a 12 months. He first began occupied with how Time Warner belongings could possibly be used to help a Netflix-esque streaming platform at the time that AT&T started the secret due diligence course of on the Time Warner acquisition in the summer season of 2017.
“Think about sitting right here as we speak with out having this chance in entrance of us,” Stankey says. “Think about [AT&T] strolling into this trade not being in a place to do what we have to do to compete.”
4 years in the past, it was clear to Stankey and outgoing AT&T CEO Randall Stephenson as they weighed the buy of Time Warner that the pay TV basis of the firm’s tv companies was in a state of transition.
“We needed to change the enterprise mannequin, and we needed to change our mindset round it,” Stankey says of the reengineering required inside HBO, Turner and to a lesser diploma Warner Bros. “It wasn’t simply the arrival of Netflix. Any [consumer-centric] trade that’s going to be related transferring ahead goes to need to have a direct relationship with its clients.”
The query of the price ticket for HBO Max was a parlor guessing sport till WarnerMedia unveiled the $14.99 goal as a part of its Oct. 29, 2019, Investor Day presentation. The corporate had little alternative, as a result of to go a lot decrease than $15 would trigger HBO to be in breach of its conventional MVPD carriage agreements, which nonetheless generate the lion’s share of HBO’s income.
Present HBO clients will get HBO Max as an add-on at no additional cost. Because of this HBO Max must develop subscribers at a gentle clip from the HBO-only place to begin to make the funding repay. AT&T has forecast reaching 50 million HBO Max subs in the U.S. by 2025 and 75 million to 90 million worldwide.
Stankey was amused by the intense concentrate on HBO Max’s value amid the streaming wars. “There are every kind of opinions about value. Each member of the board of administrators had an opinion about the value,” he says. However in his expertise, “value is the best attribute to alter in a product. It’s the 20-pound sledgehammer in advertising.”
Jeremy Legg had heard all of it earlier than, many occasions. WarnerMedia’s chief expertise officer counts himself as amongst the few surviving executives who got here to Time Warner by means of the AOL acquisition in 2001. Over the years, Legg has labored up many a Energy Level and spreadsheet presentation for combining content material from Time Warner divisions with cutting-edge distribution platforms.
When HBO determined to go over the high with the stand-alone HBO Now broadband app in 2014, consideration was given to the risk of including extra Time Warner-related content material to the service. In the finish, in half as a result of HBO, Turner and Warner Bros. operated as separate entities, the resolution was made to maintain HBO Now unique.
When Legg met with Stankey after AT&T reached its settlement to purchase Time Warner in October 2016, the prospect of making a streaming service was the very first thing the incoming boss needed to speak about. Legg couldn’t assist noticing Stankey’s willpower to get it finished.
All of the enthusiasm about the merger potentialities was placed on ice for 20 months whereas AT&T battled the Justice Division’s efforts to dam the acquisition. In June 2018, two days after AT&T prevailed in the antitrust trial in D.C. federal courtroom, the telco closed the deal, though it was beneath orders to maintain the Turner belongings separate from the remainder of what AT&T renamed WarnerMedia whereas the authorities pursued its enchantment.
By the fall of 2018, Stankey had given Legg a brand new mission and job — overseeing expertise for HBO and Turner. That will facilitate the bigger purpose of getting the items collaborate on the tech and content material to energy the new streaming platform.
One other key resolution was to construct the infrastructure for HBO Max on the again of the current HBO Now streaming platform fairly than ranging from scratch.
“John’s analogy to me was, ‘We’ve obtained a 200-horsepower automotive. I would like you to construct me an 800-horsepower automotive,’” Legg says.
In late November 2018, round the time Stankey outlined the broad strokes of what he known as “a software program expertise wrapped round artistic excellence” at an AT&T investor day presentation, AT&T advertising govt Brad Bentley was tapped to function normal supervisor of WarnerMedia direct-to-consumer.
Bentley, who had labored with Stankey in his earlier job at AT&T Leisure, was not destined for a long term, leaving after eight months because it turned clear he was not match, based on sources. However Stankey’s different vital streaming appointment at the time was well-equipped to grab the second.
“We needed to change the enterprise mannequin. any [consumer-centric] trade that’s going to be related goes to need to have a direct relationship with its clients.”
Reilly’s enlargement of duties in December 2018 from chief content material officer for Turner to steering programming for HBO Max was the first of many indicators that AT&T was reallocating assets from Turner’s TNT, TBS and TruTV to the new service. Barely six weeks after Reilly’s appointment, he enlisted Aubrey, who had served as head of growth for TNT, to do the similar job on a bigger scale for HBO Max.
By the time Greenblatt arrived at WarnerMedia three months later, the content material roster in the works for HBO Max was rising — Reilly and Aubrey have been taking eight to 10 pitches a day at one level final spring — however the new entity wanted a everlasting artistic staff to name its personal.
“Everybody was lending a hand as a result of they needed to and since it was thrilling,” Greenblatt says. “However we knew we couldn’t transfer rapidly if we have been asking individuals to do two jobs. We needed to hearth up a community, in old style phrases.”
The choice to arrange the providing round the HBO model didn’t come instantly. Thought was given at the outset to making a Warner Bros.-branded service.
“We knew that Warner Bros. had a really excessive recognition in phrases of the defend itself; individuals perceive that it means high quality,” Reilly says. “However Warner Bros., in contrast to, say, Disney, has by no means been a consumer-facing model. , you don’t go to ‘Warners Land’ for trip.”
Over the first few months of 2019, the burgeoning streaming staff went into deep analysis mode, analyzing the pay-TV market and HBO’s place in it. That gave Reilly and Aubrey a course to go in creating unique programming and curated library product that will enchantment to demographics past HBO’s prosperous grownup stronghold.
“HBO speaks to sure audiences and demos, however there are many demos they don’t communicate to,” says Greenblatt. “Kevin and Sarah did actually good work defining what the Max originals needs to be. It’s youthful and with a extra feminine skew. We’re centered on filling out the youngsters and household viewers in a giant approach.”
With strikes similar to ordering a brand new iteration of the millennial sudser “Gossip Lady,” which aired on The CW from 2007-12, HBO Max’s originals technique early on was pegged by many as being geared to younger girls. Aubrey waves that off.
“We are likely to lean feminine simply to be complementary to HBO’s statistically male bent, however that’s solely like a slight tip off 50%,” Aubrey says.
Equally, she dismisses as overblown the sentiment that there’s confusion in the artistic neighborhood over having two totally different HBOs in the market competing for product. (HBO relies in Santa Monica, whereas the HBO Max staff is in Burbank.) She notes that she and Francesca Orsi, HBO’s govt VP of drama, have even taken pitch conferences collectively, understanding between them afterward who would pursue a undertaking. One such program was an adaptation of Alice Hoffman’s novel “The Guidelines of Magic,” which in the end was ordered to collection as a Max unique.
One producer who has been working with HBO Max on a undertaking says the infrastructure for productions and expertise was just a little chaotic at first as the firm staffed up rapidly beneath Greenblatt.
Reilly and Aubrey have been very hands-on with growth and on a number of exhibits ordered straight to collection, in distinction to the lighter-touch method discovered throughout city at Netflix. That’s been grating to some — one producer was mentioned to have been requested to alter the coloration scheme of a credit sequence — however refreshing to others. “They positively really feel like they’re making artwork there,” says the producer. “It’s not unhealthy. They care about what they’re doing.”
On Feb. 26, 2019, AT&T obtained the information it was ready for out of Washington, D.C. The Justice Division’s enchantment of the antitrust trial ruling was denied. There have been no extra obstacles to the full the integration of Turner into WarnerMedia. Stankey ensured that the sledgehammer got here out to tear down the partitions that had traditionally divided HBO, Turner and Warner Bros.
“How does someone decide about the place the subsequent incremental greenback of programming goes and what platform it needs to be put towards? It’s laborious to try this when you will have three separate [bottom lines],” Stankey says.
As Greenblatt oversaw HBO and Turner integration efforts, the technical work and content material growth for HBO Max continued apace. For a lot of, it’s been months and months of seven-day workweeks. However there’s a powerful spirit of mission and a recognition that AT&T leaders see HBO Max as the beacon of WarnerMedia’s future income.
“If you happen to can’t get enthusiastic about launching a multibillion-dollar international product with all the greatest content material now we have, why do you’re employed in media?”
“If you happen to can’t get enthusiastic about launching a multibillion-dollar international product with all the greatest content material now we have, why do you’re employed in media?” Legg says. “When are any of us going to get an opportunity to do one thing like this once more?”
AT&T wants HBO Max to click on with customers to assist justify its Time Warner buy, particularly as the telco’s 2015 acquisition of DirecTV has broadly been seen as a pricey misstep.
Otter Media CEO Tony Goncalves, who has led the technical growth of HBO Max for WarnerMedia, reiterates the distinctive opening that HBO Max represents for an organization with the content material belongings on the scale of WarnerMedia.
“We’re doing this in a historic style” for a Hollywood heavyweight, Goncalves says. “The components have been laid out, and now we have the alternative to make a gourmand meal.”
The expectations for the HBO Max feast are excessive because it follows on the heels of the heralded debut of Disney Plus and the entrance of Apple TV Plus, in addition to Comcast’s fledging ad-supported Peacock service and ViacomCBS’ revved-up CBS All Entry and Pluto TV companies, to call a number of. Customers have been bombarded with streaming choices in current months.
The standard-not-quantity method extends to the curation efforts of the huge libraries that HBO Max can draw from. Though WarnerMedia has some 45,000 hours of programming obtainable in its personal vault, the focus is on serving up the cream of the crop. HBO Max will launch with roughly 10,000 hours of library content material. There shall be movies from Warner Bros., Turner Basic Motion pictures and the Criterion Assortment; Warner Bros. Tv sitcoms; grown-up animation from Grownup Swim; and, in fact, the entirety of HBO.
“We didn’t need to simply throw 1000’s of hours at the wall and hope we hit all people,” Greenblatt says. “We spent numerous time taking a look at and curating all of those totally different libraries.”
For Warner Bros., HBO Max will not be solely a brand new automobile for showcasing its huge film and TV vault, it’s additionally a hungry new mouth in the household to feed. The studio is producing a slew of unique collection — together with quite a few kid- and family-friendly titles, for HBO Max in addition to a slate of feature-length films. Amongst the first up is the Berlanti-produced “UNpregnant,” from up-and-coming helmer Rachel Lee Goldenberg.
To Ann Sarnoff, who was named CEO of Warner Bros. final summer season, HBO Max gives an outlet that enables the studio to take extra probabilities on tasks from rising stars like Goldenberg.
“We’ve got expandable capability to supply,” Sarnoff says. “It’s not like we’re in a zero-sum sport the place now we have to take issues away from different consumers. HBO Max is a giant precedence for the firm. We need to give them wonderful product however proceed serving our different purchasers at the similar time.”
WarnerMedia expects so as to add technical options and purposes to HBO Max each six to eight weeks after launch. The look of the service on Might 27 is just the starting. WarnerMedia is getting ready to slowly introduce HBO Max in abroad markets. And it has been constructed in a modular style to permit for livestreaming and ad-supported content material.
That’s only for starters.
“We’re now in the new period of aggregation platforms — whether or not it’s a Netflix or an Amazon or an HBO Max,” Stankey predicts. “You’re going
to see all content material ultimately transfer to those platforms with a number of types of monetization. That’s the way you provide the greatest content material to customers at the greatest value-oriented value. That’s how this matures over the subsequent couple of years.”