Key Takeaways
- Hallmark has become a Christmas juggernaut, producing 80 hours of original holiday-themed programming, including 24 movies, and expanding into the experiences business with a Hallmark Christmas Cruise and festival.
- The company’s holiday content has turned it into a major player in the entertainment industry, with competitors such as Lifetime and Netflix also producing holiday romantic comedies.
- Hallmark’s legacy is rooted in celebrating holidays and Christmas, and its brand has become synonymous with feel-good, romantic movies that resonate with audiences across the country.
- The company is diversifying its business beyond just cards and retail products, with a focus on entertainment and experiences that allow for a direct connection between the consumer and the brand.
- Hallmark’s holiday programming has become increasingly popular, with holiday features making up more than a third of total movie viewing time in December, and the company’s television viewership edging up in the months leading into the holidays.
Introduction to Hallmark’s Holiday Dominance
The holiday season is a crucial time for Hallmark, with the company producing a vast amount of original holiday-themed programming, including movies, series, and specials. This year, Hallmark has 80 hours of original content, including 24 movies with titles such as "The Snow Must Go On" and "Christmas at the Catnip Cafe". The company’s expansion into the experiences business, with a Hallmark Christmas Cruise and festival, has also been a successful move, allowing for a direct connection between the consumer and the brand. According to Anjali Bal, associate professor of marketing at Babson College, this move is a brilliant business decision, as it allows Hallmark to stay culturally relevant and diversify its business beyond just cards and retail products.
The History of Hallmark
Hallmark was founded in 1910 by an 18-year-old entrepreneur who sold postcards. Over the years, the company built its brand through cards, holiday ornaments, and retail stores. In 1951, Hallmark ventured into entertainment with the television presentation Hallmark Hall of Fame. Today, the company operates three cable networks, including the Hallmark Channel, which debuted in 2001, as well as a subscription streaming service. Hallmark’s legacy is rooted in celebrating holidays and Christmas, and its brand has become synonymous with feel-good, romantic movies that resonate with audiences across the country.
The Popularity of Holiday Programming
Holiday programming has become increasingly popular, with holiday features making up more than a third of total movie viewing time in December. According to U.S. television data from Nielsen, this percentage has remained fairly consistent over the last three years, reaching 42% in December 2021. Hallmark’s television viewership also edges up in the months leading into the holidays, with the company commanding 1% of total viewership across linear TV and streaming in October, and 1.2% in November. The company’s feel-good movies typically conclude with happy endings, and after years of criticism, the movies’ casts and plot lines are diversifying, though experts say there is still room for improvement.
Hallmark’s Experiences Business
Hallmark’s foray into the experiences business, with a Hallmark Christmas Cruise and festival, has been a successful move. The company launched its first "Hallmark Christmas Cruise" last year on Norwegian Cruise Lines, and the inaugural cruise sold out even before a planned TV marketing campaign. This year’s cruise, from Miami to Cozumel, Mexico, had to book a bigger ship to accommodate demand. The cruises have also spawned an unscripted Hallmark show focused on the experiences of several attendees and their interactions with Hallmark actors. According to Darren Abbott, Hallmark’s chief brand officer, these experiences allow for a direct connection between the consumer and the brand, and have become a key part of the company’s business.
The Future of Hallmark
As the holiday season continues to be a crucial time for Hallmark, the company is looking to expand its business and diversify its content. With partnerships with the NFL and Walt Disney Co., Hallmark is looking to grow its audience and tell new stories. The company is also focusing on its experiences business, with a Hallmark Christmas Cruise and festival, and is looking to expand its reach through new and innovative experiences. According to Abbott, Hallmark’s legacy is rooted in celebrating holidays and Christmas, and the company is committed to continuing to produce high-quality, feel-good content that resonates with audiences across the country. With its successful expansion into the experiences business and its continued focus on holiday programming, Hallmark is poised to remain a major player in the entertainment industry for years to come.
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