The Hallmark Cinematic Universe (and 3 Recommendations)

We’re in the middle of the festive season, and it felt like the perfect time to dive into a topic that really fascinates me: the Hallmark Cinematic Universe. Basically, Christmas movies with the most predictable plots you can imagine, the whitest protagonists you can imagine, and the most basic personalities you can imagine. We’ve all seen at least one—and if you’ve seen one, you’ve basically seen them all.

But let’s rewind a bit. What is Hallmark? It’s a family-owned company founded in 1910, originally dedicated to selling greeting cards—birthday cards, anniversary cards, Valentine’s Day cards, Mother’s Day cards, that kind of thing. Over time, the business became so successful that they expanded into party decorations, wrapping paper, and stationery products, which makes sense given their line of work. Later on, they bought a company and renamed it Crayola, becoming leaders in crayon sales (along with pencils, markers, and pens). Still, all of that fits within the same general industry.

Things start to get a bit strange, in my opinion, when they decide to move into audiovisual media. They began as sponsors of radio and TV shows, eventually getting their own segment on NBC. Today, they have their own TV channel and a movie production company. What sets them apart is that their films revolve almost exclusively around holidays and special occasions—clearly tied to their original greeting card business. And their strongest niche is, of course, Christmas movies.

Hallmark releases around 40 Christmas movies every year, and they all follow a very similar pattern. The poster usually features a couple of conventionally attractive, generally white and heterosexual leads (thankfully, there has been more diversity in recent years), dressed in red and green, and the title almost always includes the word “Christmas.” The characters meet, fall in love through holiday magic, and live happily ever after. The level of “magic” can range from coincidences that feel magical to the literal existence of Santa Claus.

A classic plot goes something like this: a woman who lives in the city and works as a high-powered executive returns to her hometown for the holidays, but she still has to work on a project for her company. There, she reconnects with a man who never left town, had some kind of family tragedy—usually involving a death—and now runs the family business. They have nothing in common except their shared past. Gradually, they spend more and more time together, first by chance and then on purpose. She learns the true meaning of Christmas and falls in love with him.

Nowadays, other production companies like Netflix and Disney have jumped on the mass-produced Christmas movie trend as well, but Hallmark remains the queen of the genre. I’d even argue that this is partly because competitors sometimes make slightly more elaborate films that stray from the traditional mold.

There are many people who openly declare themselves fans of these movies. Some even watch all 40+ releases every year and review them one by one. And you might ask: if they’re so bad, if they’re all so similar, why do people keep watching them?

I think the answer has several layers:

• Ironic consumption: Some viewers watch these movies ironically, because of their predictable elements, simplified plots, and exaggerated conventions. They’re ridiculous, they’re funny, and it’s almost impossible not to enjoy laughing with—or at—the movie.

• Familiarity: Audiences turn to these films to reduce stress. According to T. Makana Chock, a media psychology researcher at the Newhouse School of Public Communications at Syracuse University, these familiar and predictable storylines provide releases of dopamine and oxytocin, producing a relaxing effect and increasing feelings of happiness.

• Nostalgia: These productions often present settings and narratives that evoke tradition, warmth, and familiarity associated with Christmas. Snowy landscapes, festive decorations, and stories centered on family values act as reminders of past moments and create an emotional connection rooted in nostalgia. They become a kind of nostalgic showcase that transports viewers to a cozy, sentimental atmosphere.

• Comfort and satisfaction: Some people watch them simply to feel better—it’s like eating comfort food, but in audiovisual form. When you put on one of these movies, you know there will always be a happy ending. You can get emotional watching family and community bonds. These stories offer simple narratives, far removed from intense conflict, focusing on romantic and family drama, appealing directly to our emotions. No matter what you’re going through, they guarantee a “happily ever after,” a message of hope and emotional satisfaction.

If you’re not yet familiar with the Hallmark universe, or don’t know where to start, here are three movies that pretty much sum up what it’s all about:

Let It Snow

Stephanie (Candace Cameron Bure), a high-powered executive, is anti-Christmas and has never even seen snow in person. She has no problem shutting down the Snow Valley Lodge to impress her father (Alan Thicke). Everything changes when she meets Brady (Jesse Hutch), who introduces her to winter fun—like lighting a Christmas tree, skiing, and sledding. Naturally, they fall in love and she stops hating Christmas.

Meet the Santas

Nick Clause (Steve Guttenberg) is about to marry his longtime fiancée, Beth (Crystal Bernard), but first he has to impress his future in-laws—while also keeping them from discovering how he actually makes a living. What could it be? Nick is Santa Claus’s son, and he has just inherited the family business.

Christmas Wonderland

Heidi (Emily Osment) left her small hometown with dreams of becoming a successful painter. A week before a major Christmas gallery event, she must return home to take care of her niece and nephew. There, she reconnects with her high school sweetheart (Ryan Rottman), who’s struggling to find a last-minute venue for the school’s Christmas dance. Heidi offers to help, and together they discover a beautiful location that captures the Christmas spirit. As Christmas approaches, Heidi finds herself torn between the life she built in the city and the unexpectedly fulfilling life she rediscovers in Pleasant Valley.