Warner Max will serve as the feature production arm of HBO Max, and will bring new content to the platform starting in 2020. The film label was announced this week by Ann Sarnoff, Chair and CEO of Warner Bros., and Warner Media Entertainment and Direct-To-Consumer Chairman Robert Greenblatt. The joint venture brings together the iconic movie studio and its sister company HBO Max, which launches in May.

According to the announcement, the initial target includes 8 to 10 mid-budget movies per year, and the new joint venture will be overseen by HBO Max’s Chief Content Officer Kevin Reilly and Chairman of Warner Bros. Pictures Group Toby Emmerich, who share greenlight responsibility for Warner Max films and will work in close collaboration with senior executives Carolyn Blackwood and Sarah Aubrey. Warner Max will utilize the existing Warner Bros. Pictures infrastructure, including physical production. Warner Bros. and New Line Cinema will continue to create mid-budget projects for traditional theatrical distribution, while Warner Max will create a new pipeline for filmmakers looking to make a particular type of film or connect with a specific audience that would be best reached in the streaming environment. The first Warner Max titles will premiere on the service in 2020, and Warner Bros. will be responsible for distribution of these titles in all other media and territories beyond the HBO Max SVOD window.

Jessie Henderson, executive vice president of original feature films for HBO Max, will expand her role to serve as the day-to-day head of the label and liaison between HBO Max and Warner Bros. Pictures Group and jointly report to Aubrey and Blackwood.

“From the get-go we have been strategizing with Toby and Carolyn about HBO Max original films,” says Kevin Reilly, chief content officer, HBO Max and president, TNT, TBS, & truTV. “We are going to deliver a collaborative and lean process for talent, make a range of quality films, and provide a platform for each of them to have cultural impact. Now, HBO Max will be home to a robust collection of the legendary Warner Bros. film library and a new slate of original WarnerMax films.”

“Working with Kevin, Sarah, Jessie and their teams, we’re committed to creating dynamic and compelling films that draw on the depth and scope of the creative resources across WarnerMedia,” says Toby Emmerich, chairman, Warner Bros. Pictures Group. “We’re excited to help make HBO Max a destination for both film-lovers and the creative community, while delivering a win across the entire WarnerMedia organization.”

“Warner Bros. Pictures Group has long been the gold standard for filmmaker driven storytelling. We are proud to be in in the features business with them and continue that legacy on our SVOD platform,” Sarah Aubrey, head of original content, HBO Max. “Warner Max gives us a special opportunity to continue cultivating this style of rich and diverse storytelling and it couldn’t be in better hands than with our head of features, Jessie Henderson, who’s built her career in this space.”

“It’s been great collaborating with our colleagues at HBO Max to take full advantage of our shared strategic advantages and creative expertise to make Warner Max a competitive player in the original SVOD film space from day one,” says Carolyn Blackwood, chief operating officer, Warner Bros. Pictures Group.

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