HBO Asia Rebrands Cinemax

SINGAPORE: The Cinemax service in Asia is being rebranded as MAX, which will now be positioned as a movie platform targeted at men, delivering action, science fiction and thrillers.

HBO Asia is relaunching Cinemax as MAX on March 29 with the regional premiere of J.J. Abrams Cloverfield. The slate also includes the Indiana Jones movie franchise, leading up to the premiere of Indiana Jones and the Kingdom of the Crystal Skull in the third quarter of 2009; classic HBO World Boxing matches; as well as the HBO mini-series Generation Kill and original series True Blood. Branded blocks include horror, sci-fi and fantasy on Mondays with MAX Twilight; MAX Fanboy on Tuesdays for cult titles; iconic performances from Hollywood superstars on Wednesdays’ MAX Icon; suspense, mystery and thrills with MAX Thriller on Thursdays and MAX Action from Fridays to Sundays.

The channel will also feature the 15-minute ePad on MAX entertainment news guide every Friday night. MAX is available in 18 countries, including Hong Kong, Indonesia, Malaysia, Singapore, Sri Lanka, Taiwan, Thailand, the Philippines and Vietnam.