Hallmark movies are more than just movies. They are an essence. A lifestyle. A state of mind. As soon as Thanksgiving leftovers have died down and the winter cold sets in, the season of Hallmark Movies begins. It is a truth generally accepted that there is nothing better than drinking an oversized mug of cocoa while watching a movie about a big-city woman moving to a small town to fall in love with the local innkeeper. Every year, millions of people flock to these 90-minute works of art. According to reports, about 85 million viewers tune into the Hallmark Channel between Halloween and Christmas. That is not even counting Hallmark adjacent movies you can find on Netflix. But why? Certainly, it’s not for the quality. What makes Hallmark movies so enchanting to watch?
My first theory is that they are predictable. There are eight main formulas for the plot of a Hallmark movie according to data analysis by Martin Kihn. The setback: a career-driven main character moves to a small town to learn the value of the holidays. The boss: a curmudgeonly boss hires a sunny assistant for some holiday-centered reason. Mixup: a travel mishap forces two people together. Alternate life: a wish to some Santa-related spirit results in the main character exploring a life they have always wanted. Takeover: an evil corporation threatens a small town business (such as a bakery or inn). Rivals: two rivals with no apparent reason for hating each other end up working together for a shared goal. Imposter: could involve a twin or someone with amnesia. Family/crisis: the main character is forced to return home for a family emergency. These are tried and true stories played out over and over again. It is comforting to watch something with a clear ending and few surprises.
My second theory is that they are low stakes. There is a particular ease in a story where the biggest conflict revolves around the local gingerbread house decorating contest. Other mainstream movies are focused on shock factors or plot twists, so it is a refreshing change of pace to be assured that the worst thing to happen in a Hallmark movie is the matronly grandmother passing away peacefully in her sleep. Viewers can watch a Hallmark movie and not have their nights ruined by a gut-wrenching plot. Especially in the holiday season full of cheer and joy, Hallmark fits the bill.
My third theory is escapism. For a brief period of time, Hallmark movies transcend holiday stress and create a wonderland to enter into. The obligatory small town is decorated with stunning lights and wreaths. All of the characters are sweet and replete in holiday sweaters. Snowcapped mountains and forests make up the background. In a way, Hallmark movies are mini vacations. In a world that can be heavy with darkness, it is a necessary respite to watch a love story play out to the tune of Christmas carols. There is nothing wrong with curling up with family, making fun of the cheesy dialogue, and escaping to a candy cane-flavored fantasy.
However the real essence of the Hallmark movie is not a predictable plot or poor acting, it is being able to spend time with loved ones. Sharing a little bit of joy together is the real reason why people come back to these movies every year. It is the people you watch a Hallmark movie with and not the Hallmark movie itself that gives it certain magic. Perhaps that is the true meaning of Christmas all along.