over the use of the slogan "We Are Your Movie Star", which both the television station and Cinemax were using as their slogans at that time; the suit went into proceedings in an Oklahoma Federal District Court, Cinemax lost the case.
As additional movie-oriented channels launched on cable television, Cinemax began to change its programming philosophy in order to maintain its subscriber base.
In February 1988, the network premiere broadcast of the 1987 action-comedy Lethal Weapon became the highest rated telecast in Cinemax's history at that time, averaging a 16.9 rating and 26 share.
By 1990, Cinemax limited its programming lineup mainly to movies.
By the mid-2000s, classic films released from the 1940s to the 1970s – which had been a mainstay of the Cinemax schedule from its launch (and continued to air on the main channel in the morning hours during the 1990s and early 2000s) – were relegated to some of its multiplex channels, and became prominent on its multiplex service, 5Star Max.
At the time, HBO featured a wider range of programming, including some entertainment news interstitials, documentaries, children's programming, sporting events and television specials (in the form of Broadway plays, stand-up comedy acts and concerts).
Movie classics were a mainstay of Cinemax at its birth, presented "all uncut and commercial-free" as Culp said on-air.
In February 2011, Cinemax announced that it would begin offering mainstream original programming (in the form of action-themed series aimed at men between the ages of 18 and 49) to compete with sister channel HBO, and rivals Showtime and Starz – as well as due to competition from other movie services such as Netflix; these programs were also added in an effort to change the longstanding image of Cinemax as a channel mostly known for carrying softcore pornographic series and movies.
– eight 24-hour multiplex channels, all of which are simulcast in both standard definition and high definition – as well as a subscription video-on-demand service (Cinemax On Demand).