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Cinemax

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(Redirected from MoreMax)
This article is about the American premium channel. For other uses, see Cinemax (disambiguation).
Not to be confused with Max (streaming service) or Cinemex.

Cinemax
Current logo, which is a revision of 2011 logo, used since 2016.
TypePay television network
CountryUnited States
Broadcast areaNationwide
Headquarters30 Hudson Yards, New York City[1]
Programming
Language(s)
Picture format1080i (HDTV)
(downscaled to letterboxed 480i for the network's SDTV channel feeds)
Timeshift service
Cinemax timeshift channels[note 1]
    • Cinemax (East / West)
    • MoreMax (East / West)
    • ActionMax (East / West)
    • ThrillerMax (East / West)
Ownership
OwnerWarner Bros. Discovery
ParentHome Box Office
Key people
  • Casey Bloys (President/Head of Programming, HBO/Cinemax)
Sister channels
List
History
LaunchedAugust 1, 1980; 44 years ago (1980-08-01)
Links
Websitecinemax.com
Availability
Streaming media
Max
  • max.com
  • (subscription required to access content)
Apple TV Channels[note 2]Over-the-top TV
Available feeds
    • Cinemax (East)
    • Cinemax (West)
Amazon Video Channels[note 2]Over-the-top TV
Available feeds
    • Cinemax (East/West)
    • MoreMax (East)
    • ActionMax (East)
    • ThrillerMax (East)
    • MovieMax (East)
    • 5StarMax (East)
    • OuterMax (East)
    • Cinemáx (East)
The Roku Channel[note 2]Over-the-top TV
Available feeds
    • Cinemax (East)
    • Cinemax (West)

Cinemax, also known as Max, is an American pay television network owned by Home Box Office, Inc., a subsidiary of Warner Bros. Discovery. Launched on August 1, 1980, as a "maxi-pay" service to complement the offerings of its parent network, Home Box Office (HBO), Cinemax initially focused on recent and classic films. Today, its programming primarily includes recent and classic theatrically released films, original action series, documentaries, and special behind-the-scenes features.

It operates eight 24-hour linear channels and offers a traditional subscription video-on-demand service called Cinemax On Demand. Cinemax previously provided a TV Everywhere streaming platform, Cinemax Go, which is no longer available. However, its linear channels are accessible through multichannel video programming distributors such as Apple TV, Amazon Video, and Roku.[2][3]

History

[edit]

Home Box Office, Inc., owned by Time Inc.'s Time-Life Broadcasting unit, launched a movie-centered pay service called Take 2 on April 1, 1979, as a companion to HBO. However, Take 2 struggled with subscriber growth and was discontinued in February 1981.[4] HBO then announced the launch of Cinemax, a "maxi-pay" channel designed to complement HBO and compete with other movie channels.[5] Cinemax debuted on August 1, 1980, focusing on theatrical films with no commercials or edits for content.[6]

Cinemax initially aired on 56 cable systems in the Eastern and Central time zones, with a West Coast feed launching on September 1, 1980.[7][8] The channel transitioned to a 24-hour schedule on January 1, 1981.[9][10][11] Cinemax offered uncut films and was marketed as a premium addition to HBO, often bundled with HBO for a discount.

In October 1983, Cinemax faced a trademark infringement lawsuit from Tulsa 23 Limited Partnership over its promotional slogan, "We Are Your Movie Star."[12] The court ruled in favor of Tulsa 23, and Cinemax was ordered to discontinue the slogan.[13][14]

As competition increased, Cinemax adjusted its programming strategy by including more adult-oriented films and launching the "Friday After Dark" late-night block in 1984. The channel also introduced original music programming and series, including Second City Television and The Max Headroom Show.[15] In February 1988, the network premiere of Lethal Weapon became one of Cinemax's highest-rated broadcasts.[16]

Third logo, used from 1997 to 2008; used as a secondary logo from 2008 to 2010. A variant (sans the circle), was used secondarily from 2010 to 2011.
Fourth logo, used from 2008 to 2011; variant of original 1997 logo.

On March 4, 1989, Warner Communications announced its intent to merge with HBO's parent company, Time Inc., for $14.9 billion. Despite legal challenges from Paramount Communications, the merger was completed on January 10, 1990, creating Time Warner (later WarnerMedia, now Warner Bros. Discovery), which remains the parent company of Cinemax and HBO.[17][18]

In August 1991, Cinemax, along with HBO, was among the first American pay TV services to introduce multiplexed channels. Starting in 1992, Cinemax reintroduced television series development with adult-oriented scripted series, such as Erotic Confessions, Hot Line, Passion Cove, Lingerie, and Co-Ed Confidential.

From 1992 to 1997, Cinemax featured daily movie showcases centered on specific genres, identified by pictograms.[19][20] This practice ended in September 1997, with Cinemax adopting a simplified branding strategy that included "Max Hits at 8" and "Max Prime at 10."[21]

On March 1, 1994, Cinemax, HBO, Showtime, and The Movie Channel introduced a content advisory system to inform viewers about program content.[22] A revised system with content codes was implemented on June 10, 1994.[23]

In 1998, Cinemax began offering "sneak preview" blocks for its multiplex channels, ActionMax and ThrillerMax. Classic films, once a staple of the Cinemax schedule, were increasingly featured on multiplex channels like 5StarMax. By the mid-2000s, the main channel's programming focused on films from the 1990s to the present.

In 2001, Cinemax began premiering select blockbuster and lesser-known films before their HBO debut.[24] In February 2011, Cinemax shifted its focus to original programming, launching action-themed series to compete with other premium and streaming services, and to rebrand its image from being primarily known for softcore pornographic content.[25]

Following AT&T's acquisition of Time Warner in 2018, Cinemax's focus shifted significantly. Adult programming on Cinemax and HBO's multiplexes, as well as on-demand services, nearly disappeared due to increased availability of such content online and competition from other providers.[26]

In January 2020, WarnerMedia announced that with the upcoming launch of HBO Max, Cinemax would cease commissioning original programming but would continue as a movie-focused service through existing distributors. Cinemax's original programming, although available internationally, was not included in HBO Max.[27] Len Amato, the executive overseeing Cinemax and HBO's film and miniseries division, left WarnerMedia on August 14, 2020, marking the end of Cinemax's original programming efforts.[28]

On May 17, 2021, AT&T and Discovery, Inc. announced a Reverse Morris Trust agreement, wherein WarnerMedia would spin-off from AT&T and merge with Discovery for $43 billion. This merger, completed in spring 2022, resulted in the formation of Warner Bros. Discovery, led by David Zaslav.[29][30][31][32] On May 23, 2023, the merged company's streaming service was rebranded as Max.

Channels

[edit]

On May 8, 1991, Home Box Office Inc. announced plans to launch multiplexed companion channels for HBO and Cinemax, offering additional programming options at no extra charge. The test launch on August 1, 1991, introduced Cinemax 2, HBO2, and HBO3 (now HBO Signature) to select TeleCable customers, providing distinct programming from their parent channels.[33][34][35][36][37][38] John K. Billock, HBO's EVP of marketing, cited subscriber dissatisfaction with program scheduling as a reason for the multiplex expansion. A November 1991 ACNielsen survey showed positive impacts from the multiplex channels, including reduced negative opinions on pricing and improved overall usage.[39][40]

In February 1996, Home Box Office announced plans to expand to twelve channels, including two additional Cinemax channels and a fourth HBO channel, projected for a Spring 1997 launch.[41] The Cinemax multiplex expanded on December 1, 1996, with the launch of Cinemax 3, and the introduction of Mountain Time Zone feeds.[42]

The Cinemax multiplex was marketed as "MultiChannel Cinemax" in September 1994, rebranded to "MultiMax" in April 1998, and later applied to the expanded four-channel package.[43] This included MoreMax (formerly Cinemax 2), ActionMax (formerly Cinemax 3), and the new ThrillerMax channel.[44]

On May 17, 2001, four additional themed channels were launched: OuterMax, WMax (later MovieMax), @Max (later Max Latino), and 5StarMax.[45][46] Max Latino was rebranded as Cinemáx on April 1, 2015, mirroring the flagship Cinemax schedule with Spanish-language dubs. MovieMax started as a family-oriented channel and now focuses on recent and classic movies.[47][48]

List of channels

[edit]
"ActionMax" redirects here. For the 1980s video game system, see Action Max.
For the UK channel formerly known as ActionMax, see Movies4Men 2.
"MovieMax" redirects here. For the Canadian premium movie service formerly known as MovieMax!, see Encore Avenue.
"5StarMax" redirects here. Not to be confused with 5Star.

Cinemax offers up to eight 24-hour multiplex channels, available in both standard and high definition, with regional feeds based on time zones.[49] These channels include a subscription video-on-demand service, Cinemax on Demand. Maintenance periods, ranging from 30 minutes to two hours, occur monthly during early morning hours before the 6:00 a.m. ET/PT start of the broadcast day.

Cinemax transmits its channels on both Eastern and Pacific Time Zone schedules. The time zone-based feeds are usually packaged together, resulting in a maximum three-hour difference in local airtimes between geographic locations. The opposite-region feed serves as a timeshift channel, allowing viewers to watch programs up to three hours later or four hours earlier than their local airtime. While most providers offer only the East and West Coast feeds of the main Cinemax channel, timeshifted feeds for other multiplex channels are available on platforms like DirecTV, YouTube TV, and Hulu live TV.

Channel Description and programming

Cinemax		 The main "flagship" feed; Cinemax features blockbuster movies, first-run films, movie favorites and limited original programming. The channel commonly premieres new movies – debuting on the channel within a lag of between eight months to one year on average from their initial theatrical release – on Saturday nights at 10:00 p.m. Eastern Time as part of "See It Saturday", and broadcasts a featured movie Sunday through Thursdays at 10:00 p.m. Eastern Time. Cinemax also runs original action series on Friday evenings at 10:00 p.m. Eastern Time.

MoreMax		 Launched in 1991, MoreMax is a secondary channel with similar program content as Cinemax on a separate schedule; it also carries foreign, independent and arthouse films. The service broadcasts a featured movie every night at 9:00 p.m. Eastern Time. MoreMax was originally named "Cinemax 2" until 1998. It originally used slightly different bumpers to distinguish itself from the original Cinemax, but by 1993, it had instead begun using a barebones "program grid" structure similar to the Prevue Channel (also used by Cinemax 3, as well as by sister networks HBO2 and HBO3). With the rebrand to MoreMax, it gained a full on-air look once more.

ActionMax		 Launched in 1998, ActionMax broadcasts action movies including blockbusters, westerns, war pictures, martial arts, horror and adventure films; the channel has a prime time film block, "Heroes at 8", which carries a featured action movie at 8:00 p.m. Eastern Time nightly. ActionMax replaced "Cinemax 3", which existed from 1995 to 1997.

ThrillerMax		 Launched in 1998, ThrillerMax runs mystery, suspense, horror and thriller movies; the channel runs a prime time film block, "When the Clock Strikes 10", showing a different featured mystery, suspense or thriller at 10:00 p.m. Eastern Time seven nights a week.

5StarMax		 Launched on May 17, 2001,[45] 5StarMax showcases modern classics, featuring award-winning films and timeless movie classics. The channel broadcasts a featured classic every night at 9:00 p.m. Eastern Time. It is the only Cinemax channel that did not air Max After Dark content.

MovieMax		 MovieMax broadcasts films aimed at young adults between the ages of 18 and 34 years old (the format of the pre-relaunch @Max); it was previously formatted as a family-oriented service from June 2013 to January 2015. The channel originally launched on May 17, 2001, as WMax,[45] which was targeted at a female audience, and featured dramas, mysteries and classic romance films.

OuterMax		 Launched on May 17, 2001,[45] OuterMax runs science fiction, horror and fantasy films; the channel has a late-night film block, "Graveyard Shift", carrying a featured sci-fi or horror movie every night at midnight Eastern Time.

Cinemáx[note 3]		 Cinemáx is a Spanish simulcast of Cinemax (similar to HBO Latino, although without any programming differences), broadcasting Spanish-dubbed Hollywood films and original series; all of Cinemax's other multiplex channels otherwise do carry Spanish film audio on the second audio program.[50] The channel originally launched on May 17, 2001, as @Max,[45] targeted at young adults between the ages of 18 and 34 with programming focused on contemporary films, and movies with an exemplified attitude and unique ideas; under its current format, the channel was known as MaxLatino from June 1, 2013, to April 1, 2015, when it adopted its parent network's branding (with the "a" utilizing an acute diacritic accent for pronunciation disambiguity).

Other services

[edit]

Cinemax HD

[edit]

Cinemax HD broadcasts in 1080i resolution with Dolby Digital 5.1 sound. Cinemax provides high definition simulcast feeds for its main channel and all seven multiplex channels. Initially, from the 2008 rollout of HD simulcasts for the multiplex feeds, most pay television providers only offered the main Cinemax channel in HD, with HD availability for multiplex channels varying by market. As of 2020, most providers offer all eight Cinemax multiplex channels in HD, either on a dedicated HD channel tier or as hybrid SD/HD feeds. The flagship network switched to exclusive high definition programming on September 1, 2008.[51]

Cinemax On Demand

[edit]

Cinemax On Demand is the network's companion subscription video-on-demand (SVOD) service, available at no extra charge to subscribers of the linear television service. Launched in 2002,[52] it offers VOD content through select virtual MVPD services such as DirecTV Stream and Hulu, as well as on Cinemax's dedicated OTT video channels via Apple TV Channels, Amazon Video Channels, and The Roku Channel.[53]

Cinemax Go

[edit]

Cinemax Go (formerly MAX Go) was a TV Everywhere streaming service for Cinemax subscribers, available as a desktop website and through apps for Apple and Google Play devices, as well as most digital media players and game consoles. Launched on September 13, 2010, it mirrored the content of Cinemax On Demand,[54][55] excluding live simulcasts of the linear channels. New episodes of the network's original programming were available at the same time as their wireline release.

The service was available to subscribers of AT&T U-verse,[56] Cox Communications,[57] DirecTV,[58] Dish Network,[59] Suddenlink Communications,[60] and Charter Communications.[61] The MAX Go app was discontinued on April 30, 2020, and the desktop website, renamed Cinemax Go, continued until July 31, 2022.[62] The service was phased out as Warner Bros. Discovery consolidated its streaming efforts under HBO Max, rebranded as Max on May 23, 2023.[63][64]

Programming

[edit]

Cinemax schedules movies for 20-24 hours daily on its main channel and 24 hours on its multiplex channels. Since June 2000, new theatrical and original movies have premiered every Sunday at 8:00 p.m. ET/PT. First-run films typically debut 10 months to a year after their theatrical release and within six months of DVD or VOD release.[65][66][67]

Original programming

[edit]
Main article: List of Cinemax original programming

On August 12, 2011, Cinemax expanded into original programming with the U.S. premiere of the British action series Strike Back. The series, which had originally aired in the UK, was produced in partnership with HBO. Cinemax's second original series, Hunted, premiered on October 19, 2012, in collaboration with BBC One.[68] This was followed by Banshee in 2013,[69] and in 2014, Sandbox and The Knick.[70][71]

In 2020, Cinemax announced it would stop commissioning original programming to focus on HBO Max.[27] The martial arts drama Warrior was the last original series on Cinemax, with its third season moving to HBO Max in April 2021.[72][73]

Former program blocks

[edit]
  • Drive-In Saturday Night – Running Saturday nights at 10:00 p.m. Eastern Time from 1984 to 1993 (competing against a similar block, "Joe Bob's Drive-In Theater" on The Movie Channel, during that period), the "Drive-In Saturday Night" block featured a broad mix of cult films and action movies.
  • Cinemax Comic Relief – This film block ran in varied timeslots from 1985 to 1988, showcasing a selection of four or five different comedy films each month.
  • Cinemax Comedy Experiment – Running from February 16, 1985, to 1988, the "Cinemax Comedy Experiment" was a showcase of original comedy specials that were more free-form in style (some featuring elements of the sketch comedy and improv genre) than the conventional stand-up format (such as the first special under the banner, Howie Mandel: Live at Carnegie Mall).
  • Rising Star – This film block ran in varied timeslots from 1985 to 1986, showcasing feature films from up-and-coming actors.
  • Cinemax Film Discovery – This film block ran in varied primetime timeslots from 1985 to 1990, showcasing feature films not previously seen on television or in wide theatrical release.
  • Military Max – Running from 1985 to 1988, this showcase featured a mix of four or five different military-themed feature films (most commonly war films, although with occasional broadcasts of military-themed films of other genres).
  • Cinemax Director's Chair – This film block ran in varied timeslots from 1985 to 1993, showcasing a selection of notable films from an acclaimed director.
  • Beyond the Screen - This in-between bumper shows behind the scene looks of an upcoming movie or a movie that will soon be aired on Cinemax.
  • Cinemax Western Roundup – Running from 1985 to 1993, this weekend block featured a mix of film westerns.
  • Cinemania – This film block ran in varied timeslots from 1988 to 1993, showcasing a selection of comedic films.
  • Cinemax Classic Collection – Running from 1985 to 1993, this block showcased a selection of film classics from the 1930s to the 1960s.
  • Cinemax From the Heart – This film block ran in varied timeslots from 1988 to 1993, showcasing a selection of romantic comedies and dramas.
  • Vanguard Cinema – This film block ran in varied timeslots from 1988 to 1993, showcasing a selection of critically acclaimed films from the United States and abroad (the block was divided into three sub-blocks: "Cinemax Documentary", featuring first-run documentary films; "New Wave Films", featuring acclaimed recent movies; and "Cinemax Imports", originally a standalone block that began in 1985, which showcased film releases from other countries).
  • Max Crime Time – This film block ran in varied timeslots from 1988 to 1997, showcasing a selection of crime dramas, detective films or film noirs.
  • Starring... – This film block ran in varied timeslots from 1988 to 1997, showcasing a selection of hits as well as some early films from a particular film actor throughout the month.
  • Summer of 1000 Movies – "The Summer of 1000 Movies" annual film festival ran from 1992 to 2005,[74][75] and ran until the mid-2000s, in which the channel ran 1,000 films (many with a similar subject) over the course of each summer without repeats.
  • Max Hits at 8 – Running from 1997 to 2001, this block showcased a popular feature film each night at 8:00 p.m. Eastern Time.[21]
  • Max Prime at 10/Max Time – Debuting in 1997 under the "Max Prime" banner, this block showcased a particular choice movie of various genres each night at 10:00 p.m. Eastern Time (or on weeknights only between 1998 and 2000, as a result of the creation of the "ActionMax on Cinemax" and "ThrillerMax on Cinemax" blocks).[21]

Max After Dark

[edit]

Cinemax's late-night block, Max After Dark, featured softcore pornographic films and original series with TV-MA or R ratings, primarily for strong sexual content and nudity. This block, which began on May 4, 1984, as "Cinemax Friday After Dark", expanded to seven nights a week by the late 1990s.[19] Programs included Lingerie, Life on Top, Femme Fatales, and Topless Prophet.[76] The block was known for its lenient scheduling around mainstream films and series and was often humorously referred to as "Skinemax".[77]

The adult content was not limited to the main Cinemax channel but also aired on multiplex channels like MoreMax, ActionMax, ThrillerMax, and OuterMax. However, channels like MovieMax and 5StarMax avoided adult programming. The block's presence, alongside other HBO channels, was partly due to the FCC's content regulations not applying to cable networks.

By 2013, Cinemax began reducing Max After Dark content to focus more on original programming, as internet porn's prevalence made the block's content seem relatively tame compared to HBO's original series.[25][78][79][80][81][82]

International distribution

[edit]

Latin America

Cinemax launched on September 5, 1993, offering classic and recent movies, television series, and miniseries. Starting June 1, 2010, it became an ad-supported basic cable channel in the region. Original series aired on HBO's premium suite in Latin America.

Asia

Cinemax began broadcasting in 1996, featuring action, comedy, science fiction, and western movies. The channel was known as Max from 2009 to 2012.

Central Europe

Launched in February 2005, Cinemax focused on festival, indie, European, and classic films. Cinemax and Cinemax 2 are available in Bulgaria, the Czech Republic, Hungary, Poland, Romania, and Slovakia, and expanded to certain Balkan countries in 2009. Initially a timeshift channel, Cinemax 2 started airing a distinct schedule from 2016.

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[edit]
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Notes

[edit]
  1. ^ MovieMax, 5StarMax, OuterMax and Cinemáx each operate exclusively on an Eastern Time schedule.
  2. ^ a b c A subscription or trial is required to access content on Cinemax's Apple TV, Amazon Video and Roku channels.
  3. ^ Alternately "Cinemax Spanish" or "Cinemax en Espanol" in program listings.
[edit]
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