HBO Max launched in Germany on January 16, 2024, with a vibrant party in Berlin that celebrated both the streaming service’s arrival and the world premiere of the new Game of Thrones prequel series, A Knight of the Seven Kingdoms. The event took place at the Martin-Gropius-Bau, a modern art museum located near Potsdamer Platz, combining high culture with a distinct urban flair.
The launch party was designed as a cultural exhibit, featuring Instagram-friendly installations inspired by popular HBO Max series. Among the highlights was a stunning Superman-themed ice sculpture serving as a vodka luge, and an emergency room set reminiscent of The Pit, showcasing the show’s recently awarded Emmy for Best Drama Series. Guests also enjoyed makeup transformations from Euphoria artist Doniella Davy, adding glamour to the evening.
Event organizer Jen Weinberg, Senior Vice President of Talent Relations, Events, and Awards at HBO, collaborated with the Berlin-based creative agency Chest of Wonders. The unique crate-based setup allowed for quick assembly, as all installations were pre-built and shipped to the venue just before the event. Each themed section celebrated various HBO series, including Sex and the City and The Last of Us, with gourmet high-end ravioli circulating among guests.
Food was provided by acclaimed Berlin restaurants, including Beba, Bonvivant Cocktail Bistro, Horváth, and Pralinen, boasting a collective total of four Michelin stars. The atmosphere was enhanced by spray-painted HBO Max slogans adorning the walls, which contributed to a distinctly Berlin vibe.
The party followed a red carpet event at the Zoo Palast theater, where the cast and crew of A Knight of the Seven Kingdoms were in attendance, including actors Peter Claffey, Dexter Sol Ansell, and Sam Spruell. Notable figures from HBO, such as Casey Bloys, Chairman and CEO of HBO and Max Content, and JB Perrette, CEO and President of Global Streaming and Games, also graced the occasion.
The German launch expanded HBO Max’s global reach to over 100 countries, with plans for further European expansion scheduled for March 2024, including launches in the U.K. and Ireland. Attendees braved the chilly Berlin weather to support the talent, with the loudest cheers reserved for George R.R. Martin, the creator of the Game of Thrones universe, who made a stylish appearance in a bowler hat.
Young actor Dexter Sol Ansell, who portrays Egg in the new series, turned heads in a rainbow-colored suit designed by the same tailor who dressed his father for the first season of The X Factor in the U.K. Ansell expressed his excitement about starring in the series at such a young age, noting, “I was 8 when I first started auditioning, and now I’m 11. I’ve come a long way and I’m just really excited to let the world see it.”
The tone of the premiere was lighthearted and playful, reflecting the series’ distinct approach compared to its predecessors. Showrunner Ira Parker described the series as “a smaller, simpler story” that offers a unique perspective on the Game of Thrones universe, emphasizing humor and a more grounded narrative. Parker jokingly mentioned, “I get paid to write fart and poop jokes,” highlighting the series’ comedic elements while noting the limited number of such gags.
Following the premiere, HBO Max hosted another public event to promote its upcoming Harry Potter series, set to debut next year. The historic Kaiser Wilhelm Memorial Church was transformed into a magical castle, complete with cleverly designed drones representing Dementors. The long lines for personalized Harry Potter wands indicated the enthusiastic response from German fans.
The launch party showcased not only HBO Max’s commitment to delivering quality content but also its ability to engage audiences through innovative events, blending entertainment with cultural experiences. As the streaming service continues to expand across Europe, it aims to capture the hearts of audiences globally.
