The entire multiplex was overhauled on March 28, 2005, as part of an extensive rebranding of the Starz and Encore services. While Encore debuted a slightly modified logo and applied the "Encore" brand to the names of its six multiplex channels, Starz underwent a more dramatic makeover, with a completely redesigned logo – which included the exclamation mark being dropped from the channel's name – and a standardized graphics package that was implemented across all of its channels (with some modifications for each channel's format). The programming formats of several channels changed entirely: Starz! Theater was relaunched as Starz Edge, a movie channel aimed primarily at men 18 to 34 years old (nicknamed "The New Generation" by the channel). Starz! Kids and Starz! Family were combined into a single channel called Starz Kids and Family, to make room for a new channel focusing on comedic feature films called Starz Comedy. Black Starz! also changed its name to Starz InBlack. The only multiplex channel (other than the primary feed) that retained its original name was Starz Cinema.