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How Hallmark built a holiday media empire, complete with cruises

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How Hallmark built a holiday media empire, complete with cruises

The holiday season is Hallmark’s Super Bowl.

This year alone, Hallmark has 80 hours of original holiday-themed programming, including two unscripted series, two scripted series, a holiday special and 24 movies with titles such as “The Snow Must Go On” and “Christmas at the Catnip Cafe” that run from mid-October to Christmas.

The company also has branched out into the experiences business with a Hallmark Christmas Cruise and the Hallmark Christmas Experience festival in Kansas City, Mo., where the company is based.

“I think that’s one of the most brilliant business decisions they’ve made, and they’re expanding there because they have to,” Anjali Bal, associate professor of marketing at Babson College, said of Hallmark’s experiences business. “It allows a connection between the consumer and the brand on a direct level in a way a movie can’t provide.”

It may seem like a far cry from Hallmark’s roots as a greeting card purveyor, but company executives say the holiday feelings evoked by its cards, ornaments and gift wrap translate into the type of content they produce.

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And that plethora of content has turned Hallmark into a Christmas juggernaut, fueling competitors such as Lifetime and Netflix, which also produce holiday romantic comedies in the vein of Hallmark movies.

But Darren Abbott, Hallmark’s chief brand officer, doesn’t seem overly concerned.

“There’s a reason everyone else is trying to do this, and it’s because consumers are looking for this,” he said.

Hallmark’s legacy is rooted in celebrating holidays and Christmas, he said, “and no other business or brand has that.”

Countdown to Christmas

Founded in 1910 by an 18-year-old entrepreneur hawking postcards, Hallmark built its brand over the years through cards, holiday ornaments and retail stores.

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The family-owned business ventured into entertainment in 1951 with the television presentation Hallmark Hall of Fame. Today, Studio City-based Hallmark Media operates three cable networks, including the Hallmark Channel, which debuted in 2001, as well as a subscription streaming service.

Though Hallmark had aired holiday movies practically since the inception of its cable channel, the company doubled down on the season in 2009, rolling out “Countdown to Christmas,” a 24-hour-a-day programming block focused solely on holiday content, a tradition that has lasted for 16 years.

Hallmark produces about 100 movies a year, both holiday and non-holiday films.

As a privately-held company, Hallmark did not disclose its finances, though executives acknowledge the holiday season is a key driver of entertainment revenue.

The expansion into entertainment is a way for Hallmark to stay in the zeitgeist over multiple generations and to diversify its business beyond just cards and retail products, analysts said.

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“Their television stations and experiences business allows them to stay culturally relevant while staying true to their origin,” said Bal, the marketing professor.

Holiday programming — and the breezy, romantic fare Hallmark has become known for — has become increasingly popular with audiences.

Holiday features, both old movies and new, typically make up more than a third of total movie viewing time in December, according to U.S. television data from Nielsen. That percentage has remained fairly consistent for the last three years, though it reached 42% in December 2021.

Hallmark’s television viewership also edges up in the months leading into the holidays. In October, Hallmark commanded 1% of total viewership across linear TV and streaming, ticking up to 1.2% in November, according to Nielsen data. During that same time, competitor A&E, which owns Lifetime, remained constant at 0.9%.

Hallmark’s feel-good movies typically resonate with audiences across the country. They invariably conclude with happy endings (and at least one kiss), where romantic misunderstandings, financial difficulties and family drama all get resolved. After years of criticism, the movies’ casts and plot lines are diversifying, though experts say there is still room for improvement.

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“These films are designed to be highly appealing to broad audiences,” said Kit Hughes, associate professor of film and media studies at Colorado State University, who watched every single Hallmark film released in 2022 for research on the portrayal of small business owners. “They’re good consensus movies.”

To grow its audience and the types of stories it tells, Hallmark has increasingly turned to brand partnerships, including with the NFL.

Last year, the company released a movie centered around a Kansas City Chiefs romance; this year, it released one about Buffalo Bills fans. Hallmark also has a partnership with Walt Disney Co. to release a holiday movie next year set at Walt Disney World. The film stars Lacey Chabert, who Abbott describes as Hallmark’s “Queen of Christmas.”

Meeting Hallmark stars on cruise ships

Hallmark’s foray into the cruise business might seem odd, but it follows a long tradition of entertainment companies
creating real-world experiences with their fans, whether that’s on a ship, in a theme park or on a stage. As part of its massive tourism business, Disney operates its own line of cruise ships that promote the company’s classic characters.

Hallmark launched its first “Hallmark Christmas Cruise” last year on Norwegian Cruise Lines. The inaugural cruise from Miami to the Bahamas sold out even before a planned TV marketing campaign. After racking up a wait list of 70,000 people, Hallmark had to add a second cruise, Abbott said.

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For this year’s cruise, from Miami to Cozumel, Mexico, Hallmark had to book a bigger ship to accommodate demand. During the November cruise, attendees participated in various Christmas festivities, such as ornament-making workshops and cookie-decorating, and mingled with Hallmark stars in various on-stage games.

The cruises even spawned an unscripted Hallmark show focused on the experiences of several attendees and their interactions with Hallmark actors.

Many are not exactly household names, but they’ve starred in dozens of Hallmark holiday movies over the years and have loyal fan bases.

Abbott joined the cruise last year, and while he’s not a “cruise person,” he said he was fascinated to see how guests interacted with the stars.

“We’re a bit of a respite from what’s going on in the world right now,” he said, “and these experiences sort of hit on that at the right time and the right place.”

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Movie Reviews

Film Review: “Pitfall” – MediaMikes

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Film Review: “Pitfall” – MediaMikes

Starring: Marshall Williams, Richard Harmon and Alex Essoe
Directed by: James Kondelik
Rated: NR
Running Time: 108 minutes

Our Score: 1.5 out of 5 Stars

Survival horror is the ultimate guilty pleasure because you can amplify any life-or-death situation into the paranormal, horrific, thrilling, or cruelly dramatic extremes it finds itself in. So why doesn’t “Pitfall” come close to tickling “The Ritual,” “The Blair Witch Project,” or “Wolf Creek” vibes?

Woods and grief feel like a ritualistic trope at this point as “Pitfall” opens on Scott (Marshall Williams) and Ashley (Alex Essoe) mourning the death of their parents. For reasons that may or may not be revealed later, they join three friends on an ominous trip that quickly introduces the titular pitfall, a massive trap designed to kill prey.

The movie constantly battles convention with unpredictability. The problem is that at more than 100 minutes long, there’s plenty of time to sit around and wonder where the story is heading. If “Pitfall” moved with the frantic pace of a Tuesday afternoon soap opera on meth, maybe I’d be swept up in the chaos. Instead, I found myself waiting for reveals that felt more eye-rolling than shocking.

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I really wanted to like “Pitfall” because of how invested it is in physical violence, emotional trauma, and psychological brutality. Unfortunately, the movie never convinced me it knew what to do with those ideas. By the time it arrives at its revelations and ultimate purpose, “Pitfall” feels less like a title and more like a review.

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Six Flags bans YouTuber for life for eating chicken nuggets on a roller coaster

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Six Flags bans YouTuber for life for eating chicken nuggets on a roller coaster

After eating a lot of fast food, some of it on roller coasters, YouTuber Allen Ferrell has been banned by Six Flags from all of its amusement parks nationwide. For life.

McDonald’s chicken nuggets were apparently an ultra-processed food item too far for the folks at Six Flags’ Cedar Point in Sandusky, Ohio.

“This guest has been banned from all Six Flags parks for life,” a Cedar Point spokesman explained in an email Thursday to Cleveland TV station WKYC. “Safety is a cornerstone of our business and we have zero tolerance for inappropriate and unsafe behavior.”

Zero tolerance for inappropriate behavior? Zero? Where’s the fun in that?

“Our ride safety policy strictly prohibits all loose articles on rides, including food which can become a choking hazard,” the spokesperson continued.

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“I had no idea that eating a 10-piece chicken nugget on a roller coaster would be a national headline, but here we are,” Ferrell told Fox 8 News in Cleveland.

He said he gets the park’s point with the ban, even though he’s been going there since he was a kid and is a huge fan of the operation.

“I understand. And we kind of worked it out,” he told Fox 8 News. “They just don’t want other people getting hurt on the ride. But me personally, it was a really fun challenge.”

Ferrell’s shtick on social media is accepting challenges from his followers and then taping himself attempting to do what they propose. Eat a McDonald’s Big Mac inside a Burger King. Throw a plunger at a Target sign. Bowl blindfolded until he gets a strike.

“If anyone asks,” Ferrell tells one apparently bored ride operator in the video that documented this particular coaster crime, “I do not have chicken nuggets in my underwear.”

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Ferrell decided to try the challenge on the park’s Millennium Force ride, a “looming giant amongst a park full of them,” a coaster that was “designed for the purpose of proving bigger is better.” A roller coaster that when it was created in 2000 “demanded an all-new category just to classify its one of a kind nature,” giving rise to the “giga-coaster.” According to Cedar Point, as all of this verbiage is, Millennium Force “shoots riders over hills, past lagoons and through tunnels, all at unthinkable speeds.”

The ride actually tops out at 93 mph, a speed often thought about on freeways in the Los Angeles area when traffic is going 8 mph. It’s quite thinkable to eat fast food in a car in L.A. But it turns out what was really unthinkable was Ferrell getting all 10 nuggets down the hatch before the Six Flags ride was over.

In the video, which had almost 800,000 views on YouTube as of Friday afternoon, he morphs from happy snacking dude to dude moaning in discomfort, struggling to shove nuggets in his mouth while unintentionally applying dipping sauce to his face via G-force.

“Oh, I failed,” Ferrell says, wiping off the face-sauce as the coaster pulls up to the platform and someone in line blurts, “Are those chicken nuggets?”

Turns out he snarfed seven of them, he confesses to the two guys in front of him in the coaster car. Ferrell said later that he was glad to be in the back row because it meant nobody behind him got sauced.

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That said, watching the sweet-and-sour sauce flying in slow motion is actually quite amusing. But eating nuggets that have been in one’s underwear?

The perma-ban sounds like the least of his problems.

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Movie Reviews

The Breadwinner (Christian Movie Review) – The Collision

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The Breadwinner (Christian Movie Review) – The Collision

About the Film 

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On the Surface

For Consideration

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Beneath The Surface

Engage The Film

Family Dynamics

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  • Daniel holds a PhD in “Christianity and the Arts” from The Southern Baptist Theological Seminary. He is the author/co-author of multiple books and he speaks in churches and schools across the country on the topics of Christian worldview, apologetics, creative writing, and the Arts.

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