HBO Max, facing a notable subscriber drop after terminating its partnership with Amazon Prime, has cut the price of its monthly subscription in half.
The offer will take the $14.99 monthly fee to $7.49 for a six-month period and is good for both new and returning customers. It’s available through Sept. 26.
The advertising-supported $9.99 subscription tier is not included in the promotion.
The move, which HBO Max unveiled without fanfare on Friday, comes as HBO channels are no longer available on Amazon Prime. That also ends the ability of Prime members who subscribed to the channel to access their HBO Max accounts. That’s expected to cost the streaming service up to 5 million subscribers.
By luring some of those customers with lower prices, though, HBO will then “own” the customer and be able to interact with them directly.
HBO Max has been turning heads since its debut. It shocked Hollywood last December, by announcing it would simultaneously debut its 2021 films in theaters and on the streaming service. That has irked some of its development partners and many directors, but the move has brought a flood of new customers.
That was valuable as the service initially struggled to find subscribers after a disappointing debut, which was largely made up of older programs.
The service has been a critical hit in the following months, grabbing 130 Emmy nominations in 2021.
Subscribe to Fortune Daily to get essential business stories delivered straight to your inbox each morning.