Uncover Hallmark's Holiday Movie Empire's Evolution
Early Days of Hallmark's Countdown to Christmas
In 2009, Hallmark's Countdown to Christmas launched with just four holiday films. By 2011, it was airing dozens of Christmas movies nearly 24/7. This rapid growth set the stage for an entire ecosystem of holiday fare. It's amazing to see how far it has come in just 15 years.One of the early films, Following Yonder Star, features Brooke D’Orsay as Abby, an actor eager to shed the idealized Hallmark-esque character. Her speech is antithetical to what Hallmark represents, yet it shows the network's willingness to experiment.
Modern Tropes and Changes
Today, Hallmark is toying with certain tropes in its films. There's less emphasis on romance, as seen in A Merry Scottish Christmas. Even the man-meets-wife narratives have been spruced up, with kisses at the beginning becoming more common.However, happily ever after no longer means a hasty walk down the aisle. It can be the promise of a future together, as Sherman Wolfe explains. Many of Hallmark's recent hits have offered something new, like Hanukkah on Rye and Three Wise Men and a Baby.
Legal Challenges and Casting
Hallmark faced a legal challenge when a former casting director accused Daly of ageism. But Daly maintains that the network is working with the same people and is focused on building up young actors.Casting is crucial for the brand's core audience. They crave familiarity, so Hallmark tends to cast from other big popular TV shows like Grey's Anatomy. But the talent pipeline isn't what it used to be.
Hallmark Avengers and Fan Communities
Jonathan Bennett calls the Hallmark stars "Hallmark Avengers." Many of them have easily legible personas, like Wes Brown and Tyler Hynes. Fans refer to themselves as Brownies and Hynies.The hunt for Hallmark's next leading man was dramatized on Finding Mr. Christmas. These stars have found a synergy between Hallmark and their past careers.
Queer Representation and Diversity
Hallmark has made strides in queer representation, with the first film featuring a same-sex kiss in 2020 and the first led by a queer main couple in 2022. Jonathan Bennett is at the forefront of this movement.Tamera Mowry-Housley also signed onto a film with a diverse lead. With each project, the roles are getting richer, showing Hallmark's commitment to diversity.
Political Neutrality and Future
Hallmark has tried to stay politically neutral, focusing on love and family. But it has faced some challenges, like the former CEO's decision to stop airing an ad featuring a same-sex couple.Despite these challenges, Hallmark continues to grow and adapt. It remains a beloved holiday destination for many, and there's no doubt it will continue to evolve in the years to come.