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I am trying to access Crave on my iOS device, and can't subscribe to the Movies + HBO add-on via In-App Purchases. How do I get this content? 

If you have subscribed to either of the Crave packages via the website or your television provider, you have access to all the content on your iOS device today.

Upgrading your current Crave package to include Movies + HBO, via iTunes is now available to iOS and Apple TV (3rd and 4th Generation) devices.

You can also change your subscription package by going to 'Manage Subscription' on your iOS or Apple TV (3rd 4th Generation) device.