MGM's Epix publicly stated it would receive a "+" in its brand name less than a week after Lionsgate renamed Starzplay to Lionsgate+. The ad-free streaming platform Epix confirmed recently that it will overhaul as MGM+ in the first half of 2023.
Epix Is Now MGM+
According to an Engadget report, on Jan. 15, 2023, MGM will relaunch its movie-focused Epix streaming service and TV channel as MGM+. It will keep up Epix's mix of original content and carefully chosen films from different studios. Similar to other digital services and tv streaming providers like Prime Video, this is its way to keep up with the times.
In 2015, Epix, a joint venture between Paramount Pictures, previously Lionsgate, and MGM, offered its subscribers the chance to watch movies offline for the first time. Epix, a premium cable network, asserts that it is the first traditional TV network to provide the option of offline movie viewing.
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Additionally, the service is offered directly to consumers through the exclusive streaming service Epix Now and through a la carte subscriptions offered by Apple TV Channels, Amazon Video Channels, and The Roku Channel in addition to a traditional pay television platform.
It is also unlikely that the timing of MGM's news and Lionsgate's announcement was just a coincidence, according to a TechCrunch report. This is particularly true given that Lionsgate and Viacom previously owned Epix. Epix was completely purchased by MGM in 2017 for $1 billion.
This rebrand is a promise to both current and potential viewers that MGM+ is the home of television that reflects and celebrates the legacy of the cinematic programming of the stalwart MGM brand according to Michael Wright, president of Epix, now MGM+. This is said to be reflected in sophisticated storytelling that entertains, delights, surprises, and transports. MGM is television for movie buffs, the announcement says.
More About the Epix Rebranding
Yahoo claims that this move by the streaming service is the same as the relaunch of CBS All Access as Paramount+. This type of branding revamps aims to maximize the potential of an established brand while acknowledging the streaming-first reality. Their streaming operations pale in comparison to industry giants like Netflix, Disney+, and Amazon Prime Video.
This move by Epix is a positive step toward keeping up with on-demand streaming trends. However, a rebranding is unlikely to increase public demand. This could be effective if it is accompanied by more interesting original content that fans will undoubtedly root for. Perhaps they should capitalize on their momentary clout?
According to the same TechCrunch report, MGM+ will continue to provide the same content as Epix, which includes features from MGM's film lineup. MGM+ has also officially announced four original series, which will debut on the service next year as part of the rebranding.
The streamer, as well as other devices and the rebranded MGM+ app, will remain available on Amazon Prime Video in the United States.
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