Hicks: Hallmark's holiday films highlight what Americans truly think is important (2024)

Over the past few months, family illness occasioned some marathon sessions of Hallmark movie watching. Since October, their programming has been an endless stream of Christmas movies, often casting the same actors in more or less contemporary movies.

Hallmark audiences know what they want and reward the channel with massive viewership. It is the No. 1-rated channel this year, with 24 million viewers. Almost one in 10 adults tune into to at least one of these Christmas movies. To put this in context, fewer than 3.5 million American viewers tune into the top-rated Fox News and MSNBC shows combined. From these data it would seem that the Hallmark Channel has a better idea of what Americans think is important than the two largest TV news companies combined.

The storylines are hauntingly familiar. There’s plenty of winks to Jane Austen themes. There are secret princes visiting quaint New England lodges. Many involve someone returning from a successful career over the holidays to help settle family matters, such as the sale of a family business. There are high school friends on a chance meeting over the holidays, and best friends oblivious to the love they feel towards one another. The Hallmark movies have characters wrestling with a career and life in a place they love. And, there is the familiar challenges of people torn by love and duty.

These movies remind me of Shakespeare’s response when he was criticized for reworking the story of Tristan and Isolde into his Romeo and Juliet. The quote may be apocryphal, but he claimed, “Nothing good is new, and nothing new is good.” So, if you are looking for irony, edgy art films or suspense, Hallmark is not your destination. That is not a criticism of the channel.

If you are looking for something that is relaxing, happy and possessed of its own pretty scenes and people, the Hallmark movies are just fine. But then again, no one reads this column for my aesthetic commentary or film criticism. I think about the economic issues embedded into these stories — I’m a romantic that way. I can report that there are a lot of economic ideas packed into these Hallmark movies.

Reflecting audienceexpectations

Women dominate the Hallmark target audience demographic, but millennials and Gen Xers are the majority of viewers. The movies have ethnically diverse casts, a wide range of family structures and characters in same-sex relationships. This doesn’t happen just through the enthusiasm of staff script writers. There is a great deal of background marketing research involving almost every aspect of these movies. They are carefully targeted at people who aren’t only comfortable with this but would find a world without them implausible.

One common element of these stories are strong, independent women. It doesn’t really matter whether these women are protagonists or minor characters; there is a self-sufficiency about all of them. These movies are full of Elizabeth Bennet types, no matter their occupation or the storyline. Again, this is no accident or quirk of the writers. There just isn’t much interest in following a character with little agency over her own life, whether she is a successful attorney or hotel maid.

What strikes me about almost every movie is how the concept of home matters to these characters. Home is sometimes a small town, but more often it is a house, farm, workplace, or simply a neighborhood. Home is a natural Christmas theme, and the characters spend considerable time focusing on the emotions surrounding their homes. Still, across these movies there is no common definition of home.

Many of the characters return home from what is obviously a big-city job elsewhere. However, large urban places are not depicted maliciously. Clearly the writers care about viewers in the Bronx or South Philadelphia as much as they do about audiences in small-town Iowa.

This reminds me of what I often write about in this column; Americans increasingly make their family’s location decisions based upon quality of life rather than a specific job. Economic research bears this out, so it is interesting to see that Hallmark’s marketing department also detects this interest in their focus groups and surveys.

There’s also an effort to depict home in geographically diverse places. One of the movies was set in Madison, Indiana. The movie wasn’t actually filmed there, and I believe they failed to capture the charm of Madison. Still, there is a clear effort to have broad geographic representation of locations. The movies are set in Cincinnati suburbs, Atlanta, Nashville, Memphis, and in small towns in Vermont, Tennessee, North Carolina, Georgia, Utah and California. This is simply a business decision by Hallmark, but it reflects the geographic breadth of interest in place.

Respectful treatments

There is also care given to respect work across all its domains. There are many lawyers, but there are also veterinarians, designers, party planners, florists, reporters, bakers, waitresses, maids, bankers, stay-at-home moms, retired soldiers, cops and teachers. Career difficulties are a common theme, but people are depicted as individuals, with value that is independent of their career choices or success.

In a nutshell, Hallmark respects its viewers no matter where they live, what level of education they have or what profession they’ve chosen. This was once a common sentiment, and we would be better off it were again.

A love of home, connection to community and visible strength in character are widely attractive to viewers. You don’t have to take my word for it; these movies are popular with advertisers and the product placements are legendary. To be sure, these movies are overly sweet. They don’t show anyone selling drugs or getting drunk. There are no gun fights or sex scenes. No character is irredeemable, and the ending can always be predicted. The movies can be criticized for too few minority actors as lead characters, but that is sure to change. Also, they have yet to deal with COVID (too soon, perhaps) and the movies carefully avoid national politics. That may not change.

Hallmark Christmas movies capture a contemporary longing for home and community. The audience is large, growing and loyal. The economic lesson of Hallmark is that commercial success can come from delivering simple sentiments directly, without pretense or embarrassment. Hallmark has figured out that large numbers of Americans care about home, community and individual character. In our turbulent times, I can think of few more hopeful holiday messages.

Michael J. Hicks, PhD, is the director of the Center for Business and Economic Research and the George and Frances Ball distinguished professor of economics in the Miller College of Business at Ball State University.

Hicks: Hallmark's holiday films highlight what Americans truly think is important (2024)

FAQs

Why do people like Hallmark Christmas movies? ›

There's a lot of dopamine and oxytocin that gets released in watching these things,” said T. Makana Chock, a researcher of media psychology at the Syracuse University's Newhouse School of Public Communications. “They can be very de-stressing. They make you feel happier.”

What is the Hallmark movie Christmas for keeps about? ›

At Christmas time, a close-knit group of childhood friends returns home after 10 years to take part in the celebration of life of their beloved high school teacher.

What is considered the best Hallmark Christmas movie? ›

Cue the Corniness! The 15 Best Hallmark Holiday Movies
  • Love, Lights, Hanukkah! ...
  • A Royal Christmas. ...
  • A Christmas Tree Grows in Colorado. ...
  • The Christmas Spirit. ...
  • The Christmas Ring. Hallmark Movies and Mysteries. ...
  • Double Holiday. Hallmark Channel. ...
  • The Christmas House. Hallmark Channel. ...
  • A Christmas Love Story. Hallmark Channel.

How would you describe a Hallmark movie? ›

Predictable, wholesome and lighthearted are some of the words that come to mind to describe Hallmark Channel's made-for-TV movies.

What is the target audience for Hallmark movies? ›

As The New Yorker notes, the Hallmark Movies audience is decidedly Middle-American and Christian.

Why are Hallmark movies so comforting? ›

"[Hallmark movies] give us hope for things like love, 'true happiness,' overcoming obstacles, and compassion," says Rutledge. Recognize that these possibilities exist in your life, rather than focusing on the unlikelihood of specific plot points that led the protagonists there.

What is the moral of the movie A Christmas Story? ›

1) Persistence Pays Off. If any movie knows the value of persistence, it's A Christmas Story, which hung around in the far corners of cable TV, eventually snowballing into a cult classic, and then a holiday tradition in and of itself. The same lesson is taught bythe film itself, in its most memorable element.

Why are Christmas movies important? ›

Christmas films often give us hope. They make us believe in all the good in this world, something we all need at the end of each year. We can all use some hope in our lives, and that is what makes us come back each year to watch the same movies over again.

What does Charlie Brown say Christmas is all about? ›

“And suddenly, there was with the angel a multitude of the Heavenly Host praising God, and saying, “Glory to God in the Highest, and on Earth peace, and good will toward men.”” And that is what Christmas is all about. For Charlie Brown.

What is the number 1 holiday movie? ›

Highest-grossing Christmas films
RankTitleYear
1The Grinch2018
2Home Alone1990
3Home Alone 2: Lost in New York1992
4Dr. Seuss' How the Grinch Stole Christmas!2000
31 more rows

What is the least liked Christmas movie? ›

The Worst Christmas Movies
  • #8. A Merry Friggin' Christmas (2014) 14% 21% ...
  • #7. Black Christmas (2006) 14% 38% ...
  • #6. An American Carol (2008) 12% 47% ...
  • #5. Mixed Nuts (1994) 13% 47% ...
  • #4. Surviving Christmas (2004) 8% 29% ...
  • #3. Deck the Halls (2006) 6% 30% ...
  • #2. Christmas With the Kranks (2004) 5% 38% #2. ...
  • #1. The Nutcracker (2010) 0% 26% #1.

What is the top Christmas movie of all time to IMDB charts? ›

1. Christmas Vacation (1989)

Why is Hallmark event important? ›

Hallmark events are the best events which are imbedded in a particular place or culture (Getz et al., 2012) . These events are recurring events whose identity is linked with the host destination as a result they form an important part of its image and branding. ...

Why do Hallmark movies make me happy? ›

"Hallmark movies provides an escape from 'real life' and allow the individual to tap into their fantasies, which people often do not get the opportunity to do in daily life," adds Dr. Tamar Blank, a licensed psychologist.

Why are there so many Hallmark Christmas movies? ›

Since 2009, Hallmark has aired more than 300 Christmas movies (and a handful of Hanukkah films, too). They are a win-win economic prospect for the channel. They're relatively cheap to produce, with budgets often under $2 million, and shot in Canada, where tax credits make shooting even less expensive.

Is Hallmark owned by the Mormon Church? ›

The Hallmark Channel is an American television channel owned by Crown Media Holdings, Inc., which in turn is owned by Hallmark Cards, Inc.
...
Hallmark Channel.
Programming
ReplacedAmerican Christian Television System (1984–1992) Vision Interfaith Satellite Network (1988–1992)
14 more rows

Which actress appears in the most Hallmark movies? ›

Having 30 Hallmark movies to her name, Lacey Chabert – known for her roles on “Party of Five” and “Mean Girls” – has been called the “Queen of Hallmark Movies,” something the actress takes as a compliment.

What male has made the most Hallmark movies? ›

If you look at only the telefilms that have aired between the two TV channels, it might surprise long-time devotees to learn that actor Steve Bacic has appeared in the most Hallmark movies.

Why Hallmark Christmas movies are the best? ›

Hallmark movies are a beautiful thing, and their Christmas options are an exceptional blend of cheesiness and feel-good romance—as are Hallmark's Hanukkah movies, which gets its own awesome list. There's a pretty fun formula: They all have over-the-top premises, predictable storylines, and happy endings.

Does anyone watch Hallmark movies? ›

Despite their reliance on cheesy romances and tired tropes, Hallmark movies still draw a massive audience every year. “Even if the plots are predictable, they have funny and heartwarming moments that are entertaining to watch,” said Khado Tsephel '23.

Why Does Hallmark make cheesy movies? ›

With the Hallmark Channel it is all about volume. Quantity over quality - which is the exact opposite of what you need in the arts. When your genre options are so narrow, there are few surprises, and it ends up being the same themes rehashed over and over again.

What is the most important life lesson that you get from the story of A Christmas Carol? ›

As the triumphant and touching end of the story goes, Scrooge is able to defeat a lifetime of selfishness and the worship of money to become a new man with an entirely new outlook on life. He learns how to be patient, kind and generous. The story can teach us a lot.

What is the main idea and theme of Christmas carol? ›

In this story of a miserly man, we are presented with ideas of greed, forgiveness and tricky concepts of time, as well as themes of generosity and compassion. Three main themes include: Christmas. redemption.

What is the main theme of Christmas? ›

Christmas is a Christian celebration of the birth of Christ, though it also encompasses Greek, Roman and pagan traditions of giving gifts and feasting around the Winter Solstice. It is a time when families and friends come together to share food and exchange gifts. Dickens wrote this novella before Christmas 1843.

What are the three importance of Christmas? ›

Christmas 2021: History

Christmas is celebrated to remember the birth of Jesus Christ. Christians believe that Jesus Christ is the Son of God. The name Christmas comes from the mass of Christ. A mass service is where Christians remember that Jesus died for us and then comes back to life.

Why is Christmas the most important event? ›

Why is Christmas important? Christmas is important because it is a celebration of the birth of Jesus Christ of Nazareth, the Son of God who came to redeem all mankind and call them to himself.

What is the most important aspect of Christmas? ›

What is the most important thing about Christmas? The fact that is the birth of Jesus.

What does Christmas remind us of? ›

Christmas is the holy and sacred season of remembering and celebrating the birth of Jesus. It's a time to come close to the manger with fresh eyes to remember God's great mercy.

What does Charlie Brown want for Christmas? ›

Instead, Charlie Brown chooses a small, sickly looking real tree that he believes needs some tender loving care. Although it is the exact opposite of what his cast asked him to get, it may act as that symbol to bring the true meaning of Christmas back into everyone lives, with a little help from a speech by Linus.

Why does Tom always say look up in last Christmas? ›

She meets Golding's character Tom, who takes her on a tour of the city and implores her to “Look up” as a way of getting away from distractions and really being present in life. Henry Golding and Emilia Clarke in 'Last Christmas.

What is the most liked holiday in the world? ›

1. Christmas. Christmas may be represented by presents and Santa Claus nowadays, but this popular holiday had another origin story.

What is the most famous holiday story? ›

The classic A Christmas Carol by Charles Dickens is the most popular Christmas story of all time. Written in 1843, it has been read by generations of adults and children, and it has been adapted many times for plays, movies, and tv, making it the most beloved story to read each holiday season.

What is the highest grossing holiday in America? ›

Which Holiday Has the Most Sales in the US?
HOLIDAY2019 ($Billion)2020 ($ Billion)
Labor Day26.233.9
Halloween8.88.0
Thanksgiving4.25.1
Christmas718.6777.3
5 more rows
16 Feb 2022

What is the most disliked movie? ›

Contents
  • 4.1 The Creeping Terror (1964)
  • 4.2 Santa Claus Conquers the Martians (1964)
  • 4.3 The Incredibly Strange Creatures Who Stopped Living and Became Mixed-Up Zombies (1964)
  • 4.4 Monster a Go-Go! ( 1965)
  • 4.5 Manos: The Hands of Fate (1966)
  • 4.6 A Place for Lovers (1968)
  • 4.7 They Saved Hitler's Brain (1968)

What is the most disliked Disney movie? ›

10 Worst Walt Disney Animation Studios Films According to IMDB
  1. Home on the Range (5.3 Stars)
  2. Chicken Little (5.7 Stars) ...
  3. Saludos Amigos (6.1 Stars) ...
  4. Melody Time (6.2 Stars) ...
  5. Make Mine Music (6.2 Stars) ...
  6. The Three Caballeros (6.3 Stars) ...
  7. The Black Cauldron (6.3 Stars) ...
  8. Fun and Fancy-Free (6.4 Stars) ...
6 Aug 2022

What is the #1 most recorded Christmas song of all time? ›

According to the Guinness Book of World Records, "White Christmas" by Bing Crosby is not only the best-selling Christmas/holiday single in the United States, but also the best-selling single of all time, with estimated sales in excess of 50 million copies worldwide.

What is the most Christmassy song? ›

Best Christmas songs, ranked
  1. 'All I Want For Christmas Is You' by Mariah Carey. ...
  2. 'Last Christmas' by Wham! ...
  3. 'Christmas (Baby Please Come Home)' by Darlene Love. ...
  4. 'Stay Another Day' by East 17. ...
  5. 'White Christmas' by Bing Crosby. ...
  6. 'Fairytale of New York' by The Pogues and Kirsty MacColl. ...
  7. 'Christmas Wrapping' by The Waitresses.
11 Nov 2022

What are the Top 5 selling Christmas songs of all time? ›

The list that rounds out the top 10 is as follows: Crosby's “Silent Night,” 1933, $30 million; Mariah Carey's “All I Want for Christmas is You,” 1994, $16 million; Gene Autrey singing “Rudolph the Red-Nosed Reindeer ” brought in $12 million in 1949; the Band Aid song “Do They Know It's Christmas” (for famine relief ), ...

What is the purpose of hallmarks? ›

A hallmark is an official mark or series of marks struck on items made of metal, mostly to certify the content of noble metals—such as platinum, gold, silver and in some nations, palladium. In a more general sense, the term hallmark can also be used to refer to any distinguishing mark.

What is the importance of event? ›

Events are important because they allow for a more intimate and engaging experience with your audience which ultimately leaves a lasting impression and one that is more memorable than a passive viewing of a more traditional form of advertising.

Why theme is important for an event? ›

An event theme gives an event planner information about what type of decor they should invest in. Certain themes lend themselves very well to specific colors, patterns, and decorations. All of this ultimately simplifies the process of planning.

Why do men like Hallmark movies? ›

Greene credits it to the movies' irresistible formula. “The formula gets addicting because it's kind of predictable, but also they feel comfortable in almost the structure of the story,” Greene says. “Even though they kind of know what's going to happen, they want to be taken on the ride to get there.”

Why do people love Christmas movies? ›

Dr Lishman says the made-for-holiday movies are filled with nostalgia, taking us back to simple childhood memories "when life wasn't so complicated". Nostalgia not only brings up emotions we attach to memories of people, events of the past and places we've been but sparks a particular reaction in our brains.

What are Hallmark values? ›

Excellence in all we do. High standards of ethics and integrity. Caring and responsible corporate citizenship for Kansas City and for each community in which we operate.

Does every Hallmark Christmas movie have the same plot? ›

I'm not ashamed to say I've watched a lot of Hallmark Christmas movies in the past couple of weeks (okay, maybe slightly ashamed — but only for screenwriting research purposes, I swear!) Thanks to said “research”, I have discovered that each one of these movies contains the exact same storyline.

How popular are Hallmark Christmas movies? ›

Hallmark's two networks made 37 original Christmas movies in 2018 — and more than 80 million people will watch them. The obvious answer to why Christmas completely dominates Hallmark's winter programming lineup (and that of its sister channel, Hallmark Movies & Mysteries) is that it makes the channel money.

Why are Christmas movies so popular? ›

There's Always a Market for Family-Friendly Films

Christmas time is also vacation time for many people. It's not uncommon for several generations of family members to end up together and ready to see a movie either in the theater or on TV as people unwind and get ready for the next year.

What is the most watched movie during Christmas? ›

Highest-grossing Christmas films
RankTitleYear
1The Grinch2018
2Home Alone1990
3Home Alone 2: Lost in New York1992
4Dr. Seuss' How the Grinch Stole Christmas!2000
31 more rows

What is the #1 all time holiday movie? ›

1. It's a Wonderful Life (1946)

Which actress has been in the most Hallmark Christmas movies? ›

February 18, 2022 at 2:08 p.m. Having 30 Hallmark movies to her name, Lacey Chabert – known for her roles on “Party of Five” and “Mean Girls” – has been called the “Queen of Hallmark Movies,” something the actress takes as a compliment.

What was the very first Hallmark Christmas movie? ›

The first episode to debut on Hallmark Channel was One Christmas Eve, starring Anne Heche. On the cable channel, four original movies at most would air as a part of the Hall of Fame with multiple encores.

What is the difference between Hallmark and Hallmark movies? ›

Instead of offering up a digital version of Hallmark's cable channels, Hallmark Movies Now takes a more Netflix-style approach. While this means you don't get access to live channels, you'll find hundreds or thousands of hours of both classic and modern movies that aren't currently airing on the cable networks.

Why do people love holiday movies? ›

Dr Lishman says the made-for-holiday movies are filled with nostalgia, taking us back to simple childhood memories "when life wasn't so complicated". Nostalgia not only brings up emotions we attach to memories of people, events of the past and places we've been but sparks a particular reaction in our brains.

Why do Christmas movies make you happy? ›

Watching Christmas films can instantly boost our happiness as it triggers the release of dopamine, a feel-good hormone. "It does create that neurological shift that can produce happiness," the psychologist said.

Why is Christmas so special to us? ›

Christmas is celebrated to remember the birth of Jesus Christ, who Christians believe is the Son of God. The name 'Christmas' comes from the Mass of Christ (or Jesus). A Mass service (which is sometimes called Communion or Eucharist) is where Christians remember that Jesus died for us and then came back to life.

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