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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

Another Look At Curry Barker’s ‘OBSESSION’ (2026) – Movie Review – PopHorror

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Another Look At Curry Barker’s ‘OBSESSION’ (2026) – Movie Review – PopHorror

Often when the word of mouth begins to spread and hype the newest “best movie ever”, the viewer has to take these opinions with a mound of salt. But as the week two financial gate for Obsession jumped over twice as high as its debut, people started paying attention. With a Youtuber at the helm and the critics lauding this romantic horror film as the second coming, it was time for this particular reviewer to see what the hype was all about.

Obsession is written and directed by Curry Barker (Milk & Serial 2024). It stars Inde Navarrette (Superman & Lois TV Series 2021) as Nikki and Michael Johnston (9-1-1 TV Series 2026) as Bear. Bear is in love with Nikki, but he lacks the gumption to ask her out. On a whim, the bashful Bear buys a “One Wish Willow”, a magical totem that, when broken, allows the bearer one granted wish. Bear wishes for Nikki to love him, but this love comes at the ultimate cost.

The acting is the first thing that the audience will become obsessed with in Obsession. Navarrette is poised for a breakout year and would fit very well as a new-age “final girl” in the horror genre. Johnston is no slouch either, as he brings a lot of layers to Bear, but Navarrette is the one that’ll haunt your dreams for weeks. The actors told the stories on their faces, and Navarrette’s sudden screams make for the most natural jump-scares in ages.

Barker’s writing in Obsession is as crafty as his pacing. Bear is a really likeable guy who becomes unlikeable for trying desperately to hold onto his dream scenario. Nikki is a helpless victim who’s so terrifying that it’s hard to get close enough to help her. This movie takes the dime-a-dozen “monkey’s paw” trope seen in things like Wishmaster (read our retro review here) and Wish Upon and gives it a fresh spin without getting overcomplicated.

Obsession also thrives in its technical prowess. The quiet sound design and still characters make the movie a genuinely unsettling experience. The usage of rewinding shots gives Nikki a chilling economy of movement, while speeding up shots creates sudden peril and makes scenes instantly uncomfortable. The viewer never gets a chance to truly catch their breath, but the stakes continue to grow with every scene.

It’s very easy to see why Obsession has audiences buzzing. It’s the kind of movie that’s going to hold a spot at the top of lists at year’s end, but if the chance arises to see it in a large theater, the experience will be even more rewarding.

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Review: Alicia Keys’ glorious music fuels blazing ‘Hell’s Kitchen’ at the Hollywood Pantages

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Review: Alicia Keys’ glorious music fuels blazing ‘Hell’s Kitchen’ at the Hollywood Pantages

“Hell’s Kitchen,” the Alicia Keys musical that has landed at the Hollywood Pantages Theatre in a blaze of rousing sound, deploys the R&B star’s glorious treasure trove of work in the service of a semi-autobiographical version of her coming-of-age story in the Manhattan neighborhood that gives the show its title.

The Hell’s Kitchen of Alicia Keys’ story, set in the 1990s, isn’t the gang-ridden Hell’s Kitchen of West Side Story, set in the 1950s. Keys grew up in Manhattan Plaza, a federally subsidized residential complex that provides affordable housing for artists. But for a teenager in rebellion from her watchful mother, the vibrant, music-filled street life comes with its share of dangers.

Kennedy Caughell as Jersey and Maya Drake as Ali in the North American Tour of Alicia Keys’ “Hell’s Kitchen” at the Hollywood Pantages Theatre.

(Marc J. Franklin)

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Ali (Maya Drake, who’s making her professional debut in this North American tour production) is a 17-year-old ready to break out of the cage her mother, Jersey (Kennedy Caughell), has placed her in. Jersey, a single mom, isn’t a tyrant. She just doesn’t want to see her daughter make the same mistakes that she did, namely get pregnant at a young age before she’s had a chance to realize her own dreams.

The book by playwright Kristoffer Diaz (“The Elaborate Entrance of Chad Deity”) is structured around a loving but combustible mother-daughter relationship amid the creative ferment of New York. This artistic neverland is crystallized in the apartment building that has music pouring out of every floor when Ali rides the elevator.

Maya Drake as Ali and the company of the North American Tour of Alicia Keys' "Hell's Kitchen"

Maya Drake as Ali and the company of the North American Tour of Alicia Keys’ “Hell’s Kitchen” at the Hollywood Pantages Theatre.

(Marc J. Franklin)

The story isn’t the strong suit of “Hell’s Kitchen,” which is powered by Alicia Keys’ versatile catalog, which has been supplemented with original material. The hits — “You Don’t Know My Name,” “Girl on Fire,” “Fallin’,” “If I Ain’t Got You,” “Like You’ll Never See Me Again,” “No One” and “Empire State of Mind,” among them — reverberate inside the Pantages with a thrilling exuberance.

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What’s most impressive, however, is the way these tracks have been arranged both musically and dramatically. Jukebox musicals are notorious for shoe-horning in beloved songs without regard for storytelling integrity. “Mamma Mia!,” which crammed in as many ABBA hits as possible, hardly even bothered to find pretext for their inclusion. The lucrative example paved the way for more than two decades of musical theater shamelessness.

The company of the North American Tour of Alicia Keys' "Hell's Kitchen" at the Hollywood Pantages Theatre.

The company of the North American Tour of Alicia Keys’ “Hell’s Kitchen” at the Hollywood Pantages Theatre.

(Marc J. Franklin)

“Hell’s Kitchen,” directed by Michael Greif, takes a more dignified approach, raiding Keys’ greatest hits in a way that doesn’t cause dramatic offense and better yet, adds a layer of surprise to music that is so well known.

The songs are allocated in unexpected ways. Numbers that you might think belong to Ali are divided among the company. Jersey is first in line, and Caughell makes the most of her opportunities. But sharing in the bounty are Davis (Desmond Sean Ellington), Ali’s mostly absent and chronically unreliable father; Knuck (Jonavery Worrell), Ali’s forbidden love interest; or Miss Liza Jane (Roz White), a pianist who lives in the building and becomes Ali’s formidable mentor.

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There are other characters who offer luminous assistance, but these are the principals in a musical tale built around Ali’s central relationships. Keys’ origin story is more dynamic on an atmospheric than dramatic level. A mother having difficulty with her boy-crazy teenage daughter isn’t exactly breaking any ground, and Diaz avoids venturing into more turbulent territory. Ali’s divided identity, stemming in part from an all-too-present white mother and all-too-missing Black father, sets up issues that are touched on but never deeply engaged.

Desmond Sean Ellington as Davis and Kennedy Caughell

Desmond Sean Ellington as Davis and Kennedy Caughell as Jersey and the company of the North American Tour of Alicia Keys’ “Hell’s Kitchen” at the Hollywood Pantages Theatre.

(Marc J. Franklin)

Miss Liza Jane spots Ali’s musical gift right away and fills her with a sense of pride and responsibility in her Black heritage. But her character’s role is somewhat earnestly compartmentalized. Knuck recognizes that Ali’s fascination with him stems in part from the way she sees him, much as her mother does, as a “thug.” But their tentative affair is secondary to the complex bond between Ali and Jersey, whose troubled connection with Davis helps Ali understand why her mother is so paranoid about her romantic choices.

But these concerns fall away when the performers start singing. Drake has a beautiful voice, but her Ali is slighter than that of Maleah Joi Moon, who won a Tony for her Broadway debut performance. I didn’t mind that Davis sings “Fallin’,” as Ellington has a voice of luscious thunder. Worrell’s Knuck more than holds his own with his duets with Ali. (In fact, I was more taken by his velvety interpretation of “Like You’ll Never See Me Again” than Ali’s more straightforwardly pretty version.) White’s Miss Liza Jane takes the Pantages audience to church in her numbers. And when Caughell magnificently directs “No One” to Ali, I can’t imagine there’s a dry eye in the house.

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Desmond Sean Ellington as Davis and Maya Drake as Ali in the North American Tour of Alicia Keys' "Hell's Kitchen"

Desmond Sean Ellington as Davis and Maya Drake as Ali in the North American Tour of Alicia Keys’ “Hell’s Kitchen” at the Hollywood Pantages Theatre.

(Marc J. Franklin)

This tour production isn’t crisp in all areas. The dancing isn’t always smooth, the costumes struck me as a road show idea of New York cool, and the acting didn’t do much to compensate for some of the book’s less subtle moments.

But the energy of the production is infectious. “Hell’s Kitchen,” a New York story of a wunderkind discovering her gift, helped me get over my allergy to the jukebox genre. The soaring quality of the orchestra and the delectable company of voices pay exhilarating homage to a singular artist, who seems right at home at the Pantages.

‘Hell’s Kitchen’

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Where: Hollywood Pantages Theatre, 6233 Hollywood Blvd., Los Angeles

When: 7:30 p.m. Tuesdays-Thursdays, 8 p.m. Fridays, 2 and 8 p.m. Saturdays, 1 and 6:30 p.m. Sundays. (Check for exceptions.) Ends June 21

Tickets: Start at $57

Contact: BroadwayInHollywood.com or Ticketmaster.com

Running time: 2 hours, 35 minutes

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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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