This year, Hallmark announced the release of a staggering 40 new Christmas movies, adding to its library of nearly 300 Christmas movies made over the past decade. While many viewers ridicule their predictable rom-com plots and cheesy acting, Hallmark sees these “flaws” as the secret to their success. Every year, films earn about $350 million in advertising revenue.
Turn on the TV and switch to the Hallmark channel and you’ll be greeted with the warm glow of something intimately familiar – snow-covered trees, small-town charm and faces you know from somewhere. There is a comfort in formulaic stories that keeps fans coming back for that Christmas magic year after year.
But beneath the quaint towns and festive decorations lies a well-established business that brings huge profits. So what does it take to make dozens of new Christmas movies every year, and how did it lead to such financial success?
Stick to the Script: Rules for Making Christmas Movies
If all Hallmark’s films seem very similar, it’s because they are similar. The list of rules for what gets the official Christmas seal of approval is longer than the list of naughty and cute Santas.
In an interview with Entertainment Weekly, the writers laid out a rigid formula for getting a script into production. Films described as “comfort food” for holiday filmmaking must be family-friendly and rated G. Hallmark executives will remove all references to drinking, drugs, swearing, fighting, or even any actual conflict between characters. Each scene must include some form of traditional Christmas activity, such as ice skating, gingerbread making, or snowman building.
And the indisputable rule above all rules? Snow would be better. According to the writers, “the first rule is snow. We really wanted to do one where the main conflict was the fear that there would be no snow at Christmas. We were told that this should not be done, there must be snow. They cannot wait for snow, there must be snow. You cannot threaten them with a lack of snow.
From hate to love in nine touching acts
Every Hallmark Christmas movie follows the same rigid nine-act structure. “You have to start with two people who don’t like each other for some reason, and you just maneuver through those nine activities to get them to that kiss in the snow.”
Take a closer look and you will see that the formula is confirmed, right down to the main character’s dominant personality traits. She is often a sweet, career-minded woman with an unfulfilled dream. Throughout the film, she embarks on a journey to fulfill this dream with the help of an unlikely love interest. Without fail, the love interest is always a pleasant man, and there is a romantic spark, but something prevents them from getting together.
Somewhere in the first act, before the first commercial break, there should be almost a kiss, which is somehow interrupted. The current boyfriend, girlfriend, or other distractions are keeping the couple apart. About halfway through, there’s a Christmas-themed conflict, but nothing emotionally devastating. At the end, the couple share a single kiss amid snowstorms or under mistletoe as the theme song swells and the credits roll.
Happily ever after
Predictability is part of the draw. Joanie Kane is known in Hallmark circles for writing the network’s first Christmas hit and setting the tone for all subsequent films. Christmas card broke all ratings records and even brought actor Ed Asner a nomination for an Emmy Award for his role.
Kane remembered why the formula worked. “We all want to know how the movie will end,” Kane told Bustle. “What makes these films magical is the journey they take us on. The reason for the huge popularity of these films is that the fans of these films want to feel: they want to feel love, they want to feel hope, they want to feel joy… Christmas is great for this experience, because this is the time of year when we have the most hope, the most to expect. something beautiful.”
Kelly, a longtime fan of Hallmark Christmas films, echoed this sentiment. “What I like most about Hallmark films is that they are easy to watch and predictable at best,” she said. “There’s not a lot of drama or anything stressful, so it’s easy to turn them on or even look at them in the background and still feel like you’re getting into the holiday spirit. Everyone is drinking hot chocolate and doing fun holiday activities like ice skating or gift wrapping and it’s so warm and fluffy. I know it’s crappy, but they make me happy and I love them!”
Hallmark’s success hasn’t gone unnoticed, and other media giants like Netflix and Hulu have begun creating their own versions of the holiday cheer. And while Netflix might loosen the rules a little — perhaps there’s a reference to booze or even a snowless winter — they don’t deviate too much from the formula because it works.
Merry Christmas and a Profitable New Year
Make no mistake, Christmas movies are big business and Hallmark has revealed the secret to making money. Making 40 new films a year requires discipline and strict production deadlines.
A typical Hallmark film costs $2 million or less to produce. In comparison, the budget of a typical Hollywood blockbuster can run into the hundreds of millions of dollars.
The efficiency of the Hallmark Christmas machine is impressive. Production schedules are compressed to keep budgets low – averaging about three weeks to shoot an entire film. They are often played by the same actors year after year. For example, Lacey Chabert, of Mean Girls fame, and Candice Cameron Bure, originally known for her role in Full House, have each starred in at least 10 Hallmark films.
In addition, many productions are filmed in the quaint suburbs of Vancouver, where Hallmark receives tax breaks for using local film crews.
In turn, Hallmark is gaining an enviable number of viewers. Over 80 million people watch Hallmark films during the holiday season, and the network consistently ranks first among women aged 18 to 49. Although ad revenue information is not released, the company’s Christmas movies are estimated to make at least $350 million a year, enough to make 175 more films.
Where to watch the 2022 Hallmark lineup
No matter what you think of the Hallmark Christmas Industrial Complex, they certainly do a good job of evoking the Christmas spirit. If you’re looking to curl up by the fireplace and get your fill of holiday cheer, this season’s selection of Christmas movies has begun. New movies premiere every Friday, Saturday and Sunday at 8pm ET on Hallmark and Saturday at 10pm on Hallmark Movies & Mysteries.
If you don’t have a cable TV subscription, don’t worry. Hallmark Movies Now offers on-demand streaming for $5.99/month or $59.99/year with a seven-day free trial, so you never miss a second of the holiday magic.
Andrew Herrig is a financial expert and financial nerd, and the founder of Wealthy Nickel, where he writes about personal finance, part-time jobs, and entrepreneurship. As an avid real estate investor and owner of several businesses, he has a passion for helping others create wealth and shares his family’s experiences on his blog.
Andrew holds a Master’s degree in Economics from the University of Texas at Dallas and a Bachelor of Science degree in Electrical Engineering from Texas A&M University. He has worked as a financial analyst and accountant in many aspects of the financial world.
Andrew’s expert financial advice has been featured on CNBC, Entrepreneur, Fox News, GOBankingRates, MSN and more.
