Hallmark Christmas movies have become a November/December staple in the last few years. Originally only airing in the US, they also air in Canada now, and European stations have started to show them, as well. Yes, many people will cry out reading this “Too early! Too cheesy! Just too much!” However, the viewing numbers don’t lie. Millions of us are tuning in to watch these formulaic and peppy holiday films. So, as any historian naturally would, I want to explore this. Today, we are looking at the history of Hallmark Christmas movies, and why they have taken over!
A note: this is an incredibly casual history. Most of my information is coming from personal experience, anecdotes, and things I’ve read/heard in the past. Some of my information comes from an interview with a Hallmark star on Deck the Hallmark– I can’t remember which episode, though. (I will note that.) So, take this with a grain of salt, and grab your Christmas cookies and hot chocolate!
What Are Hallmark Christmas Movies?
Hallmark Christmas movies are a very specific type of film*. They tend to be set in a small town, have a light-hearted romance, a strong community spirit, and a copious amount of Christmas traditions. Cookie decorating, tree-lighting ceremonies, holiday parties, it usually all shows up. As of 2017/2018, there isn’t really any magic involved. Occasionally there will be a hint of magic, but they don’t visit the North Pole or anything like that anymore. (This was from the aforementioned podcast episode!) You will also notice that there is relatively little religion in them. (Although Hallmark’s roots are in religious programming, it is rare to see in a Hallmark Christmas movie.) Hallmark has identified their MO and they stick with it- it is why you know what you are getting with them. And many people don’t know this- they are usually based on books!
There are typically the same roster of actors and actresses used in the films. They make 1-4 Hallmark movies a year, and tend not to be in many non-Hallmark projects. (If you enjoyed teen dramas in the 2000s, you will be happy to know many of the actors are now on Hallmark.)
*Note: “Hallmark Christmas movie” is a term that can be used to refer to any sort of cheesy holiday movie, found on Lifetime, Netflix, UPtv, or any other network at this point.
Over a Decade of Countdown to Christmas!
In 2019, Hallmark celebrated a decade of Countdown to Christmas. In both 2019 and 2020, Hallmark promised/promises 40 new movies between the Hallmark Channel and the Hallmark Movies and Mysteries Channel. There hasn’t always been 40 movies, though. In 2013, they aired 12 new original movies, and in 2016, it jumped up to 21 (I’ve also seen 28 cited). In 2017, there were 33 new original movies, and by 2019, we were up to 40 for the decade. I don’t know that we will see more than 40 new films in the Countdown to Christmas. They air multiple new movies on Saturday and Sunday from the third weekend in October to the end of the year, as well as daily premieres during the US Thanksgiving week. (This isn’t even touching on the movies that premiere during Christmas in July!) If you want to find people’s thoughts on the latest Hallmark movie, just look up #CountdownToChristmas on Twitter.
Diversity in Hallmark Movies
One of the biggest criticisms of Hallmark movies (and rightfully so) is the lack of diversity. Traditionally, it features middle to upper class white people celebrating Christmas. For the last five years or so, people have been asking more of Hallmark. To include other holidays, more diverse casting, and focus on non-traditional families. For the longest time, Hallmark movies featured a large number of widows because they didn’t even seem to acknowledge divorce at all. (It starts movies off on a very sad note to ALWAYS start with a death, especially in a lighter, holiday movie…) Everyone deserves to see themselves in an awkwardly cheesy holiday movie!
More Than Christmas
In 2019, Hallmark featured two different Channukah movies, Holiday Date and Double Holiday. (Lifetime also had one.) There was some criticism of the movies, as it was always the Jewish character assimilating into Christmas traditions and not really the other way around. Hallmark movies most definitely hit Christmas tropes and stereotypes, so it isn’t unexpected, but hopefully we see a more thoughtful handling of different holidays.
Race in Hallmark?
In the last few years, Hallmark has been including more racially diverse actors. When it first introduced non-white characters, they tended to be in supporting roles. In 2018, Hallmark produced its first movies with BIPOC leads- Memories of Christmas and A Majestic Christmas. There have been more non-white leads, in both Hallmark Christmas and year-round movies, as well as in other Network holiday films. (Netflix seems to be much more willing to cast BIPOC actors in their holiday films.) In July of 2020, it emerged that dating back to at least 2018, Hallmark movies being filmed in Vancouver weren’t allowing interracial couples on screen. (See Global News article here.) Though we haven’t heard much of it lately, I am hoping that these productions companies and local vendors aren’t being allowed back.
LGBTQ in Hallmark?
LGBTQ couples have faced a struggle with Hallmark. The network was going to air ads from wedding planning site Zola, featuring a same-sex couple, and conservative groups threatened to boycott. However, after pulling them, Hallmark reinstated the ads. They also released a statement in July 2020 confirming their commitment to including LGBTQ characters and storylines. In the 2020 crop of Christmas movies, we have at least one same-sex couple (in The Christmas House). I’ve heard rumours that there may be an additional film- I will update this if there are more.
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If you want to find my thoughts on this year’s Hallmark movies, keep an eye on my Twitter and Instagram stories. I don’t tend to do minute by minute tweets, but I share my general thoughts after they finish. We get them a week after the US up here in Canada, so I also avoid chatter until I’ve seen them. (Not that you can’t predict a Hallmark movie, but I try…) If you really don’t want to see anything, I would block #CountdownToChristmas. I also would recommend the Netflix holiday movies, they are usually my favourites!
And while you are here, I’ve got my An Historian’s Christmas guide up on Etsy! I have 2,000 years of holiday history, with recipes, how-tos, DIYs, and more. I have all the historical inspiration you will need for your holiday season, including Hallmark movies! You can purchase it here.
What do you think of Hallmark Christmas movies? Do you watch them or avoid them?
Cheers,
The Historian
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In 1978, I was in Business school right before Christmas a movie came out. I started crying before the movie ended and cried45 minutes after! Don’t remember the name of it. It was about a Grandpa, knowing it would be a last Christmas he would have with his family. Fireworks, was the gift he got or gave his family. That part I don’t remember.