Distribution / Releases / Exhibitors - Europe
Industry Report: Distribution, Exhibition and Streaming
HBO Max expands into seven new territories, and unveils its pricing and a new 45-day theatrical-to-streaming window
During the initial phase of its European rollout, the streaming giant will go live in the Netherlands, Turkey, Greece, Iceland and the three Baltic republics in 2022
Ahead of its European launch, HBO Max has unveiled its expansion plans and its pricing. It has also revealed that there will be a new 45-day theatrical-to-streaming window.
In detail, WarnerMedia’s direct-to-consumer streaming platform will launch in 27 territories during the initial phase of its European rollout, going live in seven new countries in 2022, including the Netherlands, Turkey, Greece, Iceland, Estonia, Latvia and Lithuania, in addition to the 20 territories already confirmed (see the news).
It will first launch in Sweden, Denmark, Norway, Finland, Spain and Andorra on 26 October, and then in Central Eastern European countries and Portugal in 2022, along with the seven additional territories that have just been disclosed. In the official press release, the platform announced that it “will bring together the very best entertainment, movies, kids’ programming and original series from Warner Bros, HBO, DC, Cartoon Network and Max Originals in one place for the first time in Europe”.
HBO Max will be priced with a new yearly subscription plan that offers 12 months’ access for the price of eight, bringing the monthly cost down to approximately €5.99 in Spain and Finland. Furthermore, the monthly subscription fees will be reduced for customers in the Nordic countries, and the current monthly price will be maintained for Spanish customers (€8.99). In detail, pricing will go down from 109 (circa €10.75) to 89 Swedish crowns (€8.80) in Sweden, 109 (€11) to 89 Norwegian crowns (€9) in Norway, 99 (€13.30) to 79 Danish crowns (€10.60) in Denmark, and €10.95 to €8.99 in Finland. Special introductory offers for new users will be announced before 26 October.
Furthermore, customers will be able to watch the latest blockbuster flicks from Warner Bros on HBO Max just 45 days after their theatrical release starting this year in the Nordic countries, and from next year in Spain, Portugal, the Netherlands, Greece and Iceland, as well as Central and Eastern Europe.
Along with a vast catalogue of content from the USA, HBO Max will host a number of European originals such as Kamikaze (Denmark), Todo lo Otro (Spain), Venga Juan (Spain), Garcia! (Spain), the second season of Beforeigners (Norway), Ruxx (Romania), The Informant (Hungary), The Thaw (Poland) and Still Here (Poland).
Commenting on the announcement, head of HBO Max International Johannes Larcher said: “We truly have something for everyone in the family to enjoy, with a superior viewing experience. Soon, HBO Max will have lit up in 27 territories in Europe and 67 around the world – and we’re not finished yet, with much more to come as we aspire to be present in 190 territories by 2026.”
The platform’s content will be available to watch on a range of devices through various distribution partners and on desktop via HBOMax.com.
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