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Yes, Hallmark Christmas movies are cheesy. Here’s why we still love them.
So what is it about these cheesy, mass-produced films that make them so irresistible?
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The Hallmark Channel will debut 22 new Christmas movies this winter, down from 33 last year, bringing the grand total to more than 150, each of which take about three weeks to make and are rebroadcast year after year.
Despite how formulaic the movies are, audiences eat them up. The Hallmark Channel posted record numbers for viewership during the Christmas season last year, reaching more than 72 million viewers and skyrocketing The Hallmark Channel to the highest-rated station for its primary demographics (women ages 25 to 54 and 18 to 49) during the holidays.
The films are an escape. For example, there are no political tensions or even signs of socio-economic differences in Hallmark movies. They whisk viewers into a completely upper-middle-class, almost entirely white world. The Hallmark Channel is, for the first time, releasing four movies with African-American leads this year,
I am craving some apolitical, cozy, relaxing movies. Bonus points if they’re about Christmas.“apolitical in a way that people who blanch at the idea that all art is political call apolitical”—the channel has clearly staked out where it stands in the “War on Christmas.” Viewers will never hear anyone in a Hallmark movie say “Happy Holidays,” though they also can’t expect any signs of Christmas being about anything beyond cozy fireplaces, time with family, decorating trees and giving gifts.
In a comfortable world with no diversity, there are no conflicts, and thus nothing to worry about.