A swarm of spectral figures descended upon the Berlin skyline this week, bringing the chilling atmosphere of Azkaban to the German capital. In a guerilla marketing stunt designed to go viral, Warner Bros. Discovery orchestrated a flight of “Dementor-like” drones near the iconic Fernsehturm (TV Tower) and Brandenburg Gate. The visual spectacle, featuring ragged, cloaked figures floating ominously above the city, was staged to signal the official arrival of HBO Max in Germany, Austria, Switzerland, Luxembourg, and Liechtenstein on January 13, 2026.
This aggressive promotional campaign underscores the high stakes for the streaming giant as it finally enters the DACH market—one of the last major European territories to receive the direct-to-consumer service. The delay was largely due to a long-standing exclusive licensing agreement with Sky Deutschland, which effectively blocked HBO Max from operating independently in the region until now. With the expiration of that deal at the end of 2025, the “Home of HBO” has shifted from Sky to the new standalone platform.
Objections
While the visual spectacle has generated buzz, the launch is not without significant friction for German consumers.
Market Fragmentation: The primary criticism comes from long-time Sky subscribers, who previously enjoyed HBO content like Game of Thrones and The Last of Us* as part of their existing packages. These viewers must now manage (and pay for) an additional subscription to access the same library.
- Pricing Concerns: With plans starting at €5.99 for an ad-supported tier and reaching €16.99 for the Premium 4K experience, some users argue the service is entering an oversaturated market at a high price point, especially when bundled costs with Sky were perceived as better value for money.
- Late Arrival: Tech commentators have noted that arriving in 2026 puts HBO Max significantly behind competitors like Netflix and Disney+, who have had years to cement their user base in the region.
Background Info
To mitigate the risks of entering a mature market late, Warner Bros. Discovery has struck a strategic “super-bundle” partnership with RTL Deutschland. This deal allows German customers to subscribe to a combined package of RTL+ and HBO Max, aiming to leverage RTL’s strong local foothold.
The launch slate is heavily reliant on Warner Bros.’ massive IP library. In addition to the entire Harry Potter film franchise—the clear inspiration for the Berlin stunt—the platform debuts with House of the Dragon, The White Lotus, and the highly anticipated Dune expansions. The service also integrates Discovery’s unscripted content and Eurosport’s premium sports coverage, including the upcoming Winter Olympics, positioning itself as a “four-quadrant” service (appealing to all demographics) right out of the gate.
Image Prompt
> Subject: A dramatic, photorealistic wide shot of the Berlin skyline at twilight.
> Action: A swarm of 20 ominous, hooded Dementor figures (floating black cloaks with tattered edges) are suspended in the air near the Berlin TV Tower (Fernsehturm).
> Atmosphere: The sky is a moody blend of deep indigo and bruised purple clouds. The Dementors appear spectral and terrifying, contrasting with the modern city lights below.
> Style: Cinematic, high-contrast news photography, slightly grainy to look like a captured moment from a viral video.
Illustration Prompt
> Subject: A stylized, minimal vector illustration of a Dementor’s hand gripping a television remote.
> Elements: The remote has the HBO Max purple gradient logo glowing on it. The background is a stark, matte black.
> Style: Flat design, neon noir aesthetic, sharp lines, using purple and black as the primary color palette.
SEO Words
HBO Max Germany launch, Dementors Berlin, Warner Bros Discovery streaming, Sky Deutschland HBO deal, RTL+ HBO Max bundle, streaming wars 2026, Harry Potter streaming Germany, HBO Max price Austria Switzerland, Fernsehturm marketing stunt.
Social Media Posts
Twitter/X:
The Dementors have arrived. 🌑👻 HBO Max is officially live in Germany, Austria, and Switzerland. Did you spot the dark mark over Berlin? #HBOMaxDE #Berlin #HarryPotter #StreamingWars
Instagram:
Darkness falls over Berlin… but the content is fire. 🔥🧟♂️ To mark the launch of @hbomax in the DACH region, Dementors took over the skies of the capital. The wait is finally over—stream Harry Potter, The Last of Us, and more starting today. Link in bio for launch deals! 📺✨ #HBOMaxLaunch #BerlinStunt #Dementors #WizardingWorld
LinkedIn:
Warner Bros. Discovery has officially entered the DACH market. Marking the end of the Sky exclusivity era, HBO Max launched today in Germany, Austria, and Switzerland with a viral marketing stunt in Berlin and a strategic bundle partnership with RTL+. A major shift in the European streaming landscape is underway. #StreamingBusiness #MediaNews #HBOMax #Expansion
