
If you turn on the Hallmark channel between mid-October and December 25th, you’ll be certain to find a romantic holiday movie, where it always snows on Christmas, small town businesses thrive, and a man who may or may not be Santa Claus (likely named Kris Kringle) helps the main characters realize their feelings for each other. These movies are beloved by many, thanks in part to their comforting and predictable formula: the main characters have their first encounter, are pushed together by fate and circumstance, have a misunderstanding, resolve that misunderstanding with the help of the townspeople, and finally get together, all while discovering the true meaning of Christmas, and stopping all outside dangers (which likely came from the big city).
Hallmark movies are so popular that they’ve inspired a whole genre, with Netflix, ABC, HBO, and many other companies creating their own holiday romances with a similar structure. They also have inspired a host of novels, parodies, and critiques. Hallmark has reacted to the criticism by branching out, including more diverse characters, love stories, and holidays (for this instance, this year they have a Hanukkah movie, Oy to the World), while still retaining their classic structure, and (dare I say) cheesiness.
Regardless of the popularity of their Christmas movies, Hallmark is first and foremost a card company. Their cards are sent to celebrate holidays and special events, to mourn losses, to simply say, “I’m thinking of you.” So, how did a card company turn into a holiday movie producing giant?
The first step in figuring that out is understanding the history of the company, and what allowed it to become successful. Founded by the Hall brothers in 1910, the Hallmark company (renamed as such in 1954 after the official mark stamped on precious metals in England as proof of their quality), was one of the first companies to sell greeting cards in envelopes, and was the inventor of printed wrapping paper. The popularity of these innovations ensured their success, even during times of crisis such as the Great Depression. While other companies were forced to let go of staff, Hallmark was able to not only retain their staff members, but also hire new employees.
With this success, which was bolstered further by WWII, the Hallmark company began to sponsor radio and TV specials. These were typically adaptations of popular plays and short stories. Eventually, they began producing their own advertisements and films (such as the Hallmark Hall of Fame films). In the late 1990s, they purchased a TV station of their own, which primarily aired re-runs of family-friendly movies and TV shows. These were slowly phased out as Hallmark began producing and airing more of their original content. However, it took a few years before they introduced the first of their Christmas movies.
The first hit Hallmark Christmas movie was 2006’s The Christmas Card, which contained many of the plot points that would come to be the Hallmark Christmas movie formula. With the success of that movie, they began to produce more Christmas movies with similar storylines, which only grew in popularity. Add to that their consistent casts (often composed of stars from the ‘90s and early 2000s) and it’s easy to see how they’ve created a formula for successful movies. They produced enough movies that in 2009 they introduced their now annual “Countdown to Christmas,” where they devote the channel to holiday-related programming. (In 2009, they released fewer than 10 original movies as part of the Countdown. This year, they have 24 movies set to premiere.)
The Hallmark Company now releases dozens of holiday movies every year, and their Countdown to Christmas is an integral part of many people’s holiday traditions. While many other companies also produce their own Christmas movies with similar storylines, Hallmark originals are still incredibly popular. They’ve refined their formula, and with their regular stars, are able to produce dozens of movies every year. And with the introduction of their own streaming service, this popularity seems likely to continue.
While we don’t have any Hallmark movies in our collection, we do have a good-sized collection of holiday movies. Check out the fourth floor display to see what’s available!
Sources:
https://www.newyorker.com/magazine/2019/12/23/how-hallmark-took-over-cable-tv
https://www.countryliving.com/life/entertainment/news/a46090/history-of-hallmark/
https://www.mentalfloss.com/holidays/christmas/hallmark-christmas-movie-history
https://www.wgfoundation.org/blog/2022/12/6/hallmark-christmas-movies













