The HBO-run channel previously aired a wide range of movies, based on the model it uses in the West. However, HBO Asia director of marketing communications, Caroline Wong, said: "Unlike in the West, we've found that there is a particular liking towards action, suspense movies in the region, which is why we are zooming into this genre."
Wong described the change as part of a continuous finetuning of programming for Cinemax, which celebrates its seventh anniversary in Asia this year.
The repositioning took effect at the beginning of this month as part of a strategy to grow the channel's current base of 3.4 million viewers.
Films such as The Mothman Prophecies, Swordfish and Caveman's Valentine kicked off the relaunch. Cinemax operates in all markets of the region except India, Japan, Korea and Australia.
Wong said the move would differentiate Cinemax from HBO, which primarily screens blockbusters and original series. "The focus on hits, action and suspense movies, will be an irresistible proposition for all movie fans," said Wong. "The second objective is to roll out the new themed anchored nights on Cinemax." Theme-anchored nights will include thrillers and action films as well as new releases. "Before the channel tried to cater to as many people as possible. But focusing on this genre means that we will be giving people what they want. Ultimately, we will retain our viewer profile by becoming more relevant to them," she said.