Editing Cinemax (section)

==History==
Home Box Office, Inc., owned by [[Time Inc.]]'s [[Time Life|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.<ref name="Movie Duels">{{cite web |author=Bill Mesce |date=September 2, 2013 |title=It's Not TV: HBO, The Company That Changed Television: The Movie Duels |url=https://www.popoptiq.com/its-not-tv-hbo-the-company-that-changed-television-the-movie-duels/ |archive-url=https://web.archive.org/web/20151017013028/http://www.popoptiq.com/its-not-tv-hbo-the-company-that-changed-television-the-movie-duels/ |archive-date=October 17, 2015 |access-date=February 1, 2014 |publisher=Sound on Sight}}</ref> HBO then announced the launch of Cinemax, a "maxi-pay" channel designed to complement HBO and compete with other movie channels.<ref>{{cite news |author=Ann Ferrar |date=October 5, 1980 |title=Cinemax is launched despite Premiere |url=https://www.newspapers.com/clip/1992443/cinemax1-aug-1980/ |archive-url=https://web.archive.org/web/20201113193950/https://www.newspapers.com/clip/1992443/cinemax1-aug-1980/ |archive-date=November 13, 2020 |access-date=October 12, 2020 |newspaper=[[New Braunfels Herald-Zeitung]] |publisher=Taylor Communications |page=49 |via=[[Newspapers.com]]}}{{subscription required}}</ref> Cinemax debuted on August 1, 1980, focusing on theatrical films with no commercials or edits for content.<ref>{{cite magazine |date=June 28, 1976 |title=HBO adds a new service |publisher=Broadcasting Publications, Inc. |page=56 |periodical=Broadcasting}}<br />{{cite magazine |date=June 28, 1976 |title=HBO adds a new service |publisher=Broadcasting Publications, Inc. |page=56 |periodical=Broadcasting}}</ref>

Cinemax initially aired on 56 cable systems in the [[Eastern Time Zone|Eastern]] and [[Central Time Zone|Central]] time zones, with a West Coast feed launching on September 1, 1980.<ref>{{cite news |date=July 31, 1980 |title=2d Cable Movie Service From Home Box Office |url=https://www.nytimes.com/1980/07/31/archives/2d-cable-movie-service-from-home-box-office.html |archive-url=https://web.archive.org/web/20180723094029/https://www.nytimes.com/1980/07/31/archives/2d-cable-movie-service-from-home-box-office.html |archive-date=July 23, 2018 |access-date=March 29, 2009 |newspaper=The New York Times |issn=0362-4331}}</ref><ref>{{cite magazine |date=August 18, 1980 |title=Monitor: Paying the next pay way. |publisher=Broadcasting Publications, Inc. |page=61 |periodical=Broadcasting}}</ref> The channel transitioned to a 24-hour schedule on January 1, 1981.<ref name="b&c-max24hours">{{cite magazine |date=September 1, 1980 |title=Monitor: Maximizing Cinemax. |publisher=Broadcasting Publications Inc. |page=42 |periodical=Broadcasting}}</ref><ref>{{cite magazine |date=November 12, 1979 |title=In Brief |publisher=Broadcasting Publications Inc. |page=32 |periodical=Broadcasting}}</ref><ref>{{cite magazine |date=June 8, 1981 |title=Showtime expands to 24 hours |publisher=Broadcasting Publications Inc. |page=64 |periodical=Broadcasting}}<br />{{cite magazine |date=June 8, 1981 |title=Showtime expands to 24 hours |publisher=Broadcasting Publications Inc. |page=68 |periodical=Broadcasting}}</ref> 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."<ref>{{cite news |date=October 19, 1983 |title=Tulsa station files HBO suit |url=https://oklahoman.com/article/2043512/tulsa-station-files-hbo-suit |url-status=live |archive-url=https://web.archive.org/web/20201113193956/https://oklahoman.com/article/2043512/tulsa-station-files-hbo-suit |archive-date=November 13, 2020 |access-date=October 12, 2020 |newspaper=[[The Oklahoman|The Daily Oklahoman]] |publisher=Oklahoma Publishing Company |agency=[[Associated Press]]}}</ref> The court ruled in favor of Tulsa 23, and Cinemax was ordered to discontinue the slogan.<ref>{{cite magazine |date=November 28, 1983 |title=Cablecastings: A potentially costly error |publisher=Broadcasting Publications Inc. |page=10 |periodical=Broadcasting}}</ref><ref>{{cite magazine |date=December 12, 1983 |title=In Brief |publisher=Broadcasting Publications Inc. |page=137 |periodical=Broadcasting}}</ref>

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]]''. Some of the music programs aired on Cinemax were simulcast for free over a national FM radio network to provide stereo audio. <ref>{{cite web |last=Pareles |first=Jon |date=July 31, 1986 |title='Fats Domino and Friends' on Cable |url=https://www.nytimes.com/1986/07/31/arts/fats-domino-and-friends-on-cable.html |url-status=live |archive-url=https://web.archive.org/web/20170821004859/http://www.nytimes.com/1986/07/31/arts/fats-domino-and-friends-on-cable.html |archive-date=August 21, 2017 |access-date=August 20, 2017 |work=The New York Times}}</ref> In February 1988, the network premiere of ''[[Lethal Weapon]]'' became one of Cinemax's highest-rated broadcasts.<ref>{{cite web |last=Mitchell |first=Kim |date=September 3, 1990 |title=Cinemax shows strength as it turns 10 |url=http://www.highbeam.com/doc/1G1-8934460.html |url-status=dead |archive-url=https://web.archive.org/web/20121105130814/http://www.highbeam.com/doc/1G1-8934460.html |archive-date=November 5, 2012 |work=[[MultiChannel News]]}}</ref>

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 [[Gulf and Western Industries|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.<ref>{{cite news |date=March 5, 1989 |title=Time Inc. and Warner to Merge, Creating Largest Media Company |url=https://www.nytimes.com/1989/03/05/us/time-inc-and-warner-to-merge-creating-largest-media-company.html |url-status=live |archive-url=https://web.archive.org/web/20200901012649/https://www.nytimes.com/1989/03/05/us/time-inc-and-warner-to-merge-creating-largest-media-company.html |archive-date=September 1, 2020 |access-date=June 9, 2020 |newspaper=[[The New York Times]]}}</ref><ref>{{cite web |title=Time Inc. – Our History |url=http://www.timeinc.com/aboutus/history.php |url-status=dead |archive-url=https://web.archive.org/web/20121019121509/http://www.timeinc.com/aboutus/history.php |archive-date=October 19, 2012 |access-date=October 5, 2012}}</ref> This was significant because it gave both networks, but especially Cinemax, access to Warner Bros.' major library, and gave them unlimited resources with the studio as well as with Time Warner. And WB would become a majority studio in the network's film catalog, with Cinemax, for instance, airing ''GoodFellas'' in its exclusive premiere in 1991.

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 (TV series)|''Lingerie'']], and ''[[Co-Ed Confidential]]''.

Cinemax was the exclusive premiere network of several blockbuster movies, such as ''[[GoodFellas]]'' in 1991, ''[[Juice (1992 film)|Juice]]'' in 1993, ''[[Any Given Sunday]]'', ''[[The Matrix]]'' in 2000, and ''[[X-Men (2000 film)|X-Men]]'' in 2002. From 1992 to 1997, Cinemax featured daily movie showcases centered on specific genres, identified by pictograms.<ref name="Cinemax makeover">{{cite web |last=Granger |first=Rod |date=November 2, 1992 |title=Little brother Cinemax gets extensive makeover |url=http://www.highbeam.com/doc/1G1-13619333.html |url-status=dead |archive-url=https://web.archive.org/web/20121105130753/http://www.highbeam.com/doc/1G1-13619333.html |archive-date=November 5, 2012 |access-date=August 20, 2017 |work=MultiChannel News}}</ref><ref>{{cite web |title=Cinemax Monday Comedy Movie Intro |url=http://www.gatasi.com/video/ba9Ti7VboiY/cinemax-monday-comedy.html |url-status=live |archive-url=https://web.archive.org/web/20170820202245/http://www.gatasi.com/video/ba9Ti7VboiY/cinemax-monday-comedy.html |archive-date=August 20, 2017 |access-date=August 20, 2017 |work=Gatasi}}</ref> This practice ended in September 1997, with Cinemax adopting a simplified branding strategy that included "Max Hits at 8" and "Max Prime at 10."<ref name="MaxMovieFan">{{cite web |date=August 11, 1997 |title=Cinemax Pay TV Network to Cater to Movie Fan Viewers |url=http://www.thefreelibrary.com/Cinemax+Pay+TV+Network+to+Cater+to+Movie+Fan+Viewers-a019659870 |url-status=live |archive-url=https://web.archive.org/web/20121022231456/http://www.thefreelibrary.com/Cinemax+Pay+TV+Network+to+Cater+to+Movie+Fan+Viewers-a019659870 |archive-date=October 22, 2012 |access-date=January 12, 2011 |via=The Free Library |agency=[[PR Newswire]]}}</ref>

On March 1, 1994, Cinemax, HBO, Showtime, and The Movie Channel introduced a [[United States pay television content advisory system|content advisory system]] to inform viewers about program content.<ref>{{cite web |author=Ellen Edwards |date=January 11, 1994 |title=Cable Leaders to Develop Violence Ratings |url=http://www.highbeam.com/doc/1P2-870441.html |url-access= |url-status=dead |archive-url=https://web.archive.org/web/20140611020259/http://www.highbeam.com/doc/1P2-870441.html |archive-date=June 11, 2014 |access-date=March 11, 2013 |newspaper=[[The Washington Post]]}}</ref> A revised system with content codes was implemented on June 10, 1994.<ref>{{cite news |author=Steve Weinstein |date=June 8, 1994 |title=Premium Cable Channels Adopt Content Labels |url=https://www.latimes.com/archives/la-xpm-1994-06-08-ca-1867-story.html |url-status=live |archive-url=https://web.archive.org/web/20100709072622/http://articles.latimes.com/1994-06-08/entertainment/ca-1867_1_cable-channels |archive-date=July 9, 2010 |access-date=September 29, 2020 |newspaper=[[Los Angeles Times]]}}</ref>

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 airings.{{Citation needed|date=December 2024}}<ref>{{cite web |last=Umstead |first=Thomas |date=May 14, 2001 |title=Cinemax Breaks Out with Blockbuster Premieres |url=http://www.highbeam.com/doc/1G1-75030640.html |url-status=dead |archive-url=https://web.archive.org/web/20121105155805/http://www.highbeam.com/doc/1G1-75030640.html |archive-date=November 5, 2012 |access-date=February 25, 2011 |work=MultiChannel Newsh}}</ref> 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 pornography|softcore pornographic]] content.{{citation needed|date=December 2024}}<ref name="Stealth">{{cite web |last=Shain |first=Michael |date=February 14, 2011 |title=HBO's stealth plan to kill off 'Skinemax' |url=https://nypost.com/2011/02/14/hbos-stealth-plan-to-kill-off-skinemax/ |url-status=live |archive-url=https://web.archive.org/web/20170711155259/http://nypost.com/2011/02/14/hbos-stealth-plan-to-kill-off-skinemax/ |archive-date=July 11, 2017 |access-date=August 18, 2017 |work=[[New York Post]]}}</ref> Cinemax shortened its name to just Max in 2008, but it was reverted 3 years later.

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.<ref>{{cite web |last=Battaglio |first=Stephen |date=August 28, 2018 |title=HBO is out of the adult entertainment business |url=https://www.latimes.com/business/hollywood/la-fi-ct-hbo-adult-20180828-story.html |url-status=live |archive-url=https://web.archive.org/web/20180828184141/http://www.latimes.com/business/hollywood/la-fi-ct-hbo-adult-20180828-story.html |archive-date=August 28, 2018 |access-date=August 28, 2018 |work=[[Los Angeles Times]]}}</ref>

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.<ref name=":0">{{cite web |last=Baysinger |first=Tim |date=January 15, 2020 |title=Cinemax Abandons Original Programming, Channel Will Not Be Part of HBO Max |url=https://www.thewrap.com/cinemax-programming-wont-be-on-hbo-max-channel-to-no-longer-produce-original-content/ |url-status=live |archive-url=https://web.archive.org/web/20200128031347/https://www.thewrap.com/cinemax-programming-wont-be-on-hbo-max-channel-to-no-longer-produce-original-content/ |archive-date=January 28, 2020 |access-date=January 27, 2020 |work=[[TheWrap]]}}</ref> 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.<ref>{{cite news |last=Andreeva |first=Nellie |date=August 14, 2020 |title=Len Amato Exits As President Of HBO Films, Miniseries & Cinemax |url=https://deadline.com/2020/08/len-amato-exits-president-of-hbo-films-miniseries-cinemax-1203013918/ |url-status=live |archive-url=https://web.archive.org/web/20200814223810/https://deadline.com/2020/08/len-amato-exits-president-of-hbo-films-miniseries-cinemax-1203013918/ |archive-date=August 14, 2020 |access-date=August 15, 2020 |website=[[Deadline Hollywood]]}}</ref>

On May 17, 2021, AT&T and [[Discovery, Inc.]] announced a [[Reverse Morris Trust]] agreement, wherein WarnerMedia would [[Corporate spin-off|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]].<ref>{{cite news |author=Alex Sherman |date=May 16, 2021 |title=AT&T in advanced talks to merge WarnerMedia with Discovery, deal expected as soon as tomorrow |url=https://www.cnbc.com/2021/05/16/att-in-advanced-talks-to-merge-warnermedia-with-discovery.html |url-status=live |archive-url=https://web.archive.org/web/20220531031836/https://www.cnbc.com/2021/05/16/att-in-advanced-talks-to-merge-warnermedia-with-discovery.html |archive-date=May 31, 2022 |access-date=May 17, 2021 |website=CNBC |publisher=NBCUniversal News Group}}</ref><ref>{{cite web |author1=Steve Meredith |author2=Sam Kovach |date=May 17, 2021 |title=AT&T announces $43 billion deal to merge WarnerMedia with Discovery |url=https://www.cnbc.com/2021/05/17/att-to-combine-warnermedia-and-discovery-assets-to-create-a-new-standalone-company.html |url-status=live |archive-url=https://web.archive.org/web/20220120133629/https://www.cnbc.com/2021/05/17/att-to-combine-warnermedia-and-discovery-assets-to-create-a-new-standalone-company.html |archive-date=January 20, 2022 |access-date=May 17, 2021 |website=CNBC |publisher=NBCUniversal News Group}}</ref><ref>{{cite web |author=Jill Goldsmith |date=May 17, 2021 |title=AT&T's WarnerMedia And Discovery To Merge, Create New Company Led By David Zaslav |url=https://deadline.com/2021/05/att-discovery-merge-entertainment-assets-create-new-company-1234758218/ |url-status=live |archive-url=https://web.archive.org/web/20220823144817/https://deadline.com/2021/05/att-discovery-merge-entertainment-assets-create-new-company-1234758218/ |archive-date=August 23, 2022 |access-date=May 17, 2021 |website=Deadline Hollywood |publisher=Penske Media Corporation}}</ref><ref>{{cite news |author=Drew FitzGerald |author2=Cara Lombardo |author3=Joe Flint |date=May 17, 2021 |title=AT&T Agrees to Merge Media Business With Discovery |url=https://www.wsj.com/articles/at-t-to-combine-warnermedia-division-with-discovery-11621250928 |url-status=live |archive-url=https://web.archive.org/web/20220823144818/https://www.wsj.com/articles/at-t-to-combine-warnermedia-division-with-discovery-11621250928 |archive-date=August 23, 2022 |access-date=May 17, 2021 |newspaper=The Wall Street Journal |publisher=News Corp.}}</ref> On May 23, 2023, the merged company's streaming service was rebranded as Max.