HBO revamps their iconic feature presentation theme with an epic blockbuster sound to enhance emotional connection and anticipation for viewers.
HBO struggles to update their static angel sound, deeply ingrained in viewers, which serves as a powerful sonic branding element.
Deep dives
Revamping the Feature Presentation Theme
HBO revamps their iconic feature presentation theme to make it more relevant in the age of streaming. While preserving the original melody and nostalgic feel, the new version incorporates an epic blockbuster sound, blending orchestral and electronic elements. The revamp aims to enhance emotional connection and anticipation for viewers, without being overly lengthy. The updated theme is used not only before movies but also in animations for upcoming content, maintaining its role as a signature element of HBO's brand identity.
The Challenge of Updating the Static Angel
HBO grapples with updating their static angel sound, which played before their original shows. The challenge lies in modernizing a sound and animation based on analog TV static, which is rarely seen today. Despite attempts to create alternatives, the original static angel's meaning and emotional impact are deeply ingrained in viewers. The sound remains unchanged, serving as a Pavlovian trigger, recalling memories and building associations with the content. In the digital era, the static angel continues to be a powerful sonic branding element for HBO.
The Importance of Nostalgia in Sonic Branding
HBO recognizes the value of nostalgia in sonic branding. The longstanding feature presentation theme and static angel sounds evoke strong emotions and memories for viewers. By preserving these iconic sounds, HBO taps into the powerful associations people have with them. According to research, the familiarity and warmth of these sounds draw audiences in, fostering a deeper connection with the brand. Nostalgia, combined with well-crafted sonic elements, can create an enduring sonic identity that resonates with audiences over time.
In part 2 of our series on HBO, we explore the tough questions that the company faced in the digital era: Are people still willing to sit through a 90-second theme song before they watch a movie? Does the sound of analog TV static even make sense to younger viewers? Could the company change with the times without losing the nostalgia they had built around their key sounds? Featuring composer Ferdinand Jay Smith, former HBO Executive Vice President Bruce Richmond, HBO and HBO Max Head of Brand Marketing Jason Mulderig, and Made Music Studio Creative Director Mickey Alexander.