The schedule included so much content that the films started premiering before Halloween! In 2020, Hallmark and its sister network Hallmark Movies & Mysteries debuted 40 new movies as part of the Countdown to Christmas and Miracles of Christmas programming. The network has been steadily ramping up its number of made-for-TV, cheerful holiday romance films since the early 2000s. They have a dialogue on social media that they can’t wait for it to come again.When it comes to holiday content, Hallmark's Christmas movies are really unmatched. “The day after January 2, when we go back to our regular schedule and move into our next season, our viewers are sad that it’s over. “When you look at the responses we get from the press, social media participation from Hallmark enthusiasts…people get excited. “You know, I think that every business should always look at ‘too much of a good thing,’ but that has not happened to us yet,” Vicary says. Is it all too much in a world where people complain about seeing Christmas decorations in stores before October? Hallmark viewers certainly don’t seem to think so. Hallmark also has a Christmas song channel launching on SiriusXM (hosted by none other than Hallmark queen Bure), and will air loads of repeats of past movies over the coming months leading up to Thanksgiving and New Year’s, which also get special movies to reflect the season.

“We’re particularly excited about our partnerships with these actors.” She points to movies starring actresses including Tatyana Ali, Tia Mowry and Christina Milian.

“We knew we had some work to do, so we’ve done the work, and we’ll continue to do so,” Vicary says. This year, it has worked to address the issue. In years past, Hallmark has received criticism over the lack of diversity in its movies, especially a lack of African-American leads. You can find authorized wine glasses, mugs, cozy sweaters and more emblazoned with Countdown to Christmas, too the ads for the products pop up frequently on Facebook for those in the network’s target demographic. The network has partnered with World Market to distribute a line of Hallmark Countdown the Christmas tea.

This year Hallmark is leaning into the hype.

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