Top Industry Innovators in 2025: HBO and HBO Max

This month, HBO Max brought the Roland-Garros tennis tournament to the U.S. by setting up an immersive pickleball experience in Venice, Calif. Inspired by the red clay courts of the tournament, “Le Petit Court” featured a celebrity pickleball showdown between Hacks cast members and The Pitt’s stars, along with lessons from professional players, a dedicated lounge to watch the tournament, and photo opportunities. It was a fun way for fans to engage with the sport and the streaming platform.

HBO Max and HBO are back on BizBash’s Industry Innovators list, showcasing their creative pop-ups, activations, and campaigns for shows like The Penguin, White Lotus, and And Just Like That… Both platforms have a history of producing engaging experiences to build excitement around their content.

In a recent announcement, Warner Bros. Discovery revealed its plan to split into two public companies next year. One company will focus on streaming and studios, including premium network HBO and streaming service HBO Max, while the other company will handle global networks, such as CNN, TNT Sports, and Discovery. As part of this shift, HBO Max will be rebranded this summer, bringing back the familiar name.

HBO’s marketing campaign for The Penguin in September 2024 took over the streets of New York City, creating a Gotham-inspired experience for fans. Gotham Goods trucks offered free themed gear, and a stop at The Feast of San Gennaro provided Gotham-inspired street food. The campaign aimed to pay homage to the city’s culture, aligning with the storyline of The Penguin character seeking to take over Gotham.

The White Lotus, an anthology series, kicked off its third season with a premiere event at Paramount Studios. The soundstages were transformed into a tropical oasis, complete with live cooking and authentic Thai cuisine. The studios’ entrance sign was even changed to reflect the show’s setting, creating an immersive experience for guests. Additionally, HBO Max hosted a wellness retreat in partnership with American Express at the Four Seasons to celebrate the season finale of The White Lotus, offering fans a luxurious getaway experience.