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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

I Know Exactly How You Die – Review | Indie Slasher | Heaven of Horror

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I Know Exactly How You Die – Review | Indie Slasher | Heaven of Horror

Watch I Know Exactly How I Die on VOD

The director of I Know Exactly How I Die is Alexandra Spieth, who ensures a tight pace and some gorgeous shots. She previously directed Stag and created and starred in the web-series [Blank] My Life. The screenplay comes from Mike Corey, and I do really like the plot and evolution of this story.

As already mentioned, the star Rushabh Patel is the executive producer. As a result, this movie is billed as “Rushabh Patel’s I Know Exactly How I Die“, which I am not a fan of. Unless Rushabh Patel is famous in ways I am not familiar with – nor is IMDb, as this is his first and so far only credit there.

This is like people wondering if Something Very Bad Is Going to Happen is connected to Stranger Things, because the media keeps referring to it as a new show from The Duffer Brothers. Sure, they produced it, but Haley Z. Boston created the original story and wrote the screenplay. And she’s not even a newcomer.

Okay, rant over, but I just don’t understand the marketing and press decisions of it all.

Anyway, as already mentioned, the practical effects in I Know Exactly How I Die are gorgeous. Any slasher fan should enjoy the concept of the plot as well as those amazing practical effects. And yet, you will have to endure a little terrible CGI, but this is an indie production, so budget restraints come into play. Of course, so does choosing the best talent, and that did not happen for CGI here!

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I Know Exactly How You Die is out on VOD from April 7, 2026. You can rent it on Digital HD from your preferred platform, including Prime Video and Fandango at Home. The film will also be available on DVD.

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‘The Super Mario Galaxy Movie’ soars to the top spot at the box office

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‘The Super Mario Galaxy Movie’ soars to the top spot at the box office

The box office hit a power-up this weekend, as “The Super Mario Galaxy Movie” continued a healthy streak for family films in theaters.

The animated sequel from Universal Pictures, Nintendo and Illumination raced to $190 million in the U.S. and Canada in its five-day holiday weekend debut, placing it solidly in first place, according to studio estimates and Comscore data. That total was in line with expectations of a $186-million domestic opening.

Globally, the film earned $372.5 million, the largest opening so far in 2026.

The first film based on the video game franchise, “The Super Mario Bros. Movie,” made $146.4 million in its 2023 debut.

“The Super Mario Galaxy Movie,” which had a production budget of $110 million, continues the story of iconic Nintendo characters Mario, Luigi and Princess Peach as they journey to rescue Princess Rosalina.

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Amazon MGM’s “Project Hail Mary” came in second at the box office with a domestic total of $30.7 million – pushing its total to $217 million. A24’s “The Drama ($14.4 million), Disney’s “Hoppers” ($5.8 million) and Universal’s “Reminders of Him ($2.2 million) rounded out the top five.

The success of “Mario” this weekend is another example of the power of family films at the box office.

Animated movies like Sony Pictures Animation’s “Goat” and Walt Disney Co. and Pixar’s “Hoppers” have performed well in theaters this year, along with the strong holdover performance of Disney’s 2025 hit “Zootopia 2,” which has now made more than $1.87 billion worldwide.

That’s all contributed to a stronger first quarter in the theatrical business, as this year’s revenue was up more than 20% compared with the same period in 2025. March was especially strong, with the massive haul from “Project Hail Mary.”

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‘Super Mario’ fans ignore weak reviews and send sequel to $372.5 million global box office debut, biggest opening of the year for a studio film | Fortune

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‘Super Mario’ fans ignore weak reviews and send sequel to 2.5 million global box office debut, biggest opening of the year for a studio film | Fortune

Mixed reviews didn’t dissuade mass audiences from buying tickets to the “The Super Mario Galaxy Movie,” which scored the biggest opening of the year for a Hollywood movie. The Illumination and Nintendo co-production earned $130.9 million over the weekend and a massive $190.1 million in its first five days in North American theaters, according to studio estimates Sunday.

Universal Pictures released the sequel globally on Wednesday, capitalizing on kids’ spring break vacations in the week leading up to the Easter holiday. With an estimated $182.4 million from 80 overseas markets, the film is looking at an astronomical $372.5 million debut — the latest hit for the PG rating. Mexico is leading the international bunch with $29.1 million from 5,136 screens, followed by the U.K. and Ireland with $19.7 million.

The animated sequel, Illumination CEO Christopher Meledandri’s 16th movie in 16 years, is the industry’s biggest debut since “Avatar: Fire and Ash” launched over Christmas. The Chinese movie “Pegasus 3,” which was not a Motion Picture Association release, has the slight edge for the 2026 global record, however.

It’s also a dip from the first film, which opened to $204 million domestically during the same five-day time frame in 2023 ($147 of that was from Friday, Saturday and Sunday). “The Super Mario Bros. Movie” went on to be the second biggest movie of 2023, with over $1.3 billion in box office receipts.

“The Super Mario Galaxy Movie,” which features returning voice actors Chris Pratt, Jack Black, Anya Taylor-Joy and Charlie Day, had a massive footprint in the U.S. and Canada, where it played in 4,252 theaters, including 421 IMAX and 1,345 premium large format screens. It made $15 million from the IMAX screens alone.

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“It’s exactly the kind of broad, crowd-pleasing release that brings people into theatres,” AMC Chairman and CEO Adam Aron said in a statement.

It also cost around $110 million to make, not including marketing and promotion expenses. But it arrived on a wave of less-than-stellar reviews. Its Rotten Tomatoes score is currently sitting at a lousy 40%. Ticket buyers were more enthusiastic, however.

The family audience gave the movie five out of five stars according to PostTrak exit polls, while general audiences gave it four stars and an A- on CinemsScore. Audiences skewed male (61%) overall, although when it came to families attending there were slightly more moms (52%) than dads.

“These kind of audience reaction scores just point to a ridiculously strong run, not only throughout the spring, but likely into the summer as well,” said Jim Orr, Universal’s president of domestic distribution.

“The Super Mario Galaxy Movie” will open in Japan later this month.

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Last year, the first weekend in April hosted the launch of another video game blockbuster, “A Minecraft Movie,” which had a bigger three-day debut ($162.8 million) but didn’t have a “Project Hail Mary” in a strong second place, meaning the weekend overall is still up around 5%.

As expected, “The Super Mario Galaxy Movie” ended the two-week reignof the Ryan Gosling-led sci-fi hit “Project Hail Mary,” which landed in second its third weekend in theaters where it added $30.7 million, bringing its running domestic total to $217.2 million. Worldwide, it’s made $420.7 million to date.

Third place went to A24’s provocative new movie “The Drama,” starring Zendaya and Robert Pattinson, which made an estimated $14.4 million from 3,087 theaters. The film’s stars have been on a massive and charming press blitz to promote their R-rated movie about a engaged couple grappling with an unnerving revelation, which cost a reported $28 million to produce. The reveal has drummed up a fair amount of cultural discourse. While reviews have been more positive than not (82% on Rotten Tomatoes), it got a less promising B CinemaScore.

“Hoppers” and “Reminders of Him” rounded out the top five. And the box office outlook looks bright overall, up around 30% from last year.

“There’s no better opening act for a great summer than a huge month of April powered by a mega blockbuster like the ‘The Super Mario Galaxy Movie,’” said Paul Dergarabedian, comscore’s head of marketplace trends.

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Top 10 movies by domestic box office

With final domestic figures being released Monday, this list factors in the estimated ticket sales for Friday through Sunday at U.S. and Canadian theaters, according to Comscore:

1.“The Super Mario Galaxy Movie,” $130.9 million.

2.“Project Hail Mary,” $30.7 million.

3.“The Drama,” $14.4 million.

4.“Hoppers,” $5.8 million.

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5.“Reminders of Him,” $2.2 million.

6.“A Great Awakening,” $2.1 million.

7.“They Will Kill You,” $1.9 million.

8.“Dhurandhar The Revenge,” $1.9 million.

9.“Ready or Not 2: Here I Come,” $1.8 million.

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10.“Scream 7,” 915,000.

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