Hallmark Enters Streaming Wars with Latest Decision

Hallmark Movies Now is rebranding itself as Hallmark+, launching as an ad-free streaming service in mid-September, according to Variety. This new service will also include retail and product perks for its subscribers.

“Hallmark+ marks a seminal moment for Hallmark. By intertwining new, rich content experiences with tangible rewards and premium Hallmark gifts, we are delivering a unique, new program that reflects our commitment to spreading joy through our deeply beloved brand touchpoints,” said Hallmark CEO and president Mike Perry.

The on-demand service, which previously started at $5.99 monthly or $59.99 annually, will see its new Hallmark+ plans priced higher at $7.99 per month or $79.99 per year. Subscribers will enjoy exclusive rewards and benefits, including $5 coupons for Hallmark Gold Crown Stores, unlimited free eCards, shopping rewards, and surprise gifts.

This fall, Hallmark+ will debut its first film trilogy told from a male perspective. The Groomsmen, inspired by The Wedding Veil trilogy, follows three best friends played by Jonathan Bennet, Tyler Hynes, and B.J. Britt.

The platform plans to release new content, exploring different genres and formats for Hallmark Media. For the first time, the company will venture into the holiday limited series space with Holidazed, which follows six families from diverse backgrounds spending the holidays together. The series features Dennis Haysbert, Erin Cahill, Holland Roden, John C. McGinley, and Ian Harding.

Additionally, Hallmark+’s app will offer unscripted content from the entertainment company. Jonathan Bennett will host a fall reality competition series, Finding Mr. Christmas, aiming to find the next Hallmark leading man. Celebrations With Lacey Chabert will pay tribute to real-life heroes. During the holiday season, Wes Brown will host Ready, Set Glow, showcasing locations with the most spectacular holiday displays and the people behind them.

The app will also debut the series adaptation of KJ Dell’Antonia’s 2020 bestselling novel The Chicken Sisters in mid-September. The series stars Schuyler Fisk, Genevieve Angelson, Lea Thompson, and Wendie Malick.

Looking ahead to next year, the platform will introduce two more unscripted series: Small Town Setup, hosted by Ashley Williams, which helps parents find matches for their adult children, and Home Is Where the Heart Is, where Luke Macfarlane assists families in renovating rooms in their homes.

Hallmark Movies Now, which began as SpiritClips and later Feeln, was acquired by Hallmark Cards in 2012. SpiritClips was originally known for providing Hallmark’s Hall of Fame inspirational film series. It was rebranded to Feeln in 2014 and then became Hallmark Movies Now in 2017.

In 2017, the streaming service offering family-friendly movies, documentaries, and short films became available on Amazon Channels. Its first original series, When Hope Calls, a spinoff of Hallmark Channel’s When Calls the Heart, premiered in August 2019. This series continued to follow the tradition of Hallmark by offering content suitable for all audiences. Hallmark+ edits movies that are not appropriate for all ages to ensure a PG rating and offers roughly 800 to 1,000 hours of programming not accessible on Hallmark’s regular channels.

It remains uncertain if the new streaming platform will feature the upcoming Kansas City Chiefs film, Holiday Touchdown: A Chiefs Love Story, which stars Tyler Hynes and Ed Begley Jr.

Source: Variety