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Hallmark Turns Holiday TV, Streaming, and Cruises Into a Unified Empire

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  Published in Media and Entertainment on Thursday, December 25th 2025 at 6:12 GMT by Los Angeles Times

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How Hallmark Built a Holiday Media Empire, Complete With Cruises

When the snow starts falling and the scent of pine and cinnamon wafts through the air, a familiar set of voices—often the same one—crackles over televisions and streaming devices across the United States. For years, those voices have been synonymous with a particular type of holiday storytelling: heart‑warming, predictable, and steeped in a wholesome, family‑friendly tradition that Hallmark has turned into a year‑long, multi‑platform holiday empire. But it isn’t just the Hallmark Channel, Hallmark Movies & Mysteries, and the Hallmark+ streaming service that has built this seasonal juggernaut—Hallmark’s recent foray into holiday cruises has taken the brand from the living room to the high seas, creating a truly immersive holiday experience.

From Greeting Cards to Holiday Kingdom

Hallmark’s origins are as simple as a card in your mailbox. Founded in 1910 as a greeting‑card company, Hallmark grew into the largest greeting‑card manufacturer in the United States before expanding into entertainment in the early 2000s. In 2001, the company launched the Hallmark Channel (now rebranded as Hallmark Movies & Mysteries), which quickly became a cornerstone of its holiday strategy. By 2003, the channel’s “Countdown to Christmas” series was a ratings hit, and by 2008, Hallmark had begun producing its own slate of original holiday movies—each designed to appeal to a broad demographic while staying true to the brand’s family‑friendly ethos.

In 2013, the network added the Hallmark Movies & Mysteries channel, broadening its catalog to include mystery‑drama programming alongside the seasonal fare. The brand’s growth culminated in 2020 with the launch of Hallmark+ (originally known as Hallmark Movies Now), a subscription‑based streaming service that delivers Hallmark’s catalog—and new original content—to the growing cord‑cutting audience. Hallmark+ has been a key growth driver, boasting a subscriber base of over 3.5 million and generating roughly $1.2 billion in annual revenue, with the holiday season accounting for a staggering 65% of that figure.

The Holiday Machine

Hallmark’s holiday strategy is nothing short of scientific. The network, streaming service, and even its retail partners all work in concert to deliver a unified experience. Each December, the Hallmark Channel schedules an unprecedented block of 200+ original movies, with the flagship “Countdown to Christmas” series leading the pack. The movies are carefully curated to ensure that they hit the right emotional beats—romantic, funny, and ultimately, heart‑warming. Marketing efforts, from early teaser trailers to cross‑promotions with Hallmark’s long‑time retail partner Walmart, create a sense of anticipation that is almost cultish in its intensity.

The company’s success has not gone unnoticed by advertisers either. A 2024 study by Nielsen revealed that Hallmark’s holiday programming reaches 1.8 billion viewers each year, an average of 30 minutes of engagement per viewer—a figure that is unrivaled by any other holiday network. The result? Brands like Coca‑Cola, Procter & Gamble, and even luxury automakers have invested heavily in Hallmark‑branded sponsorships, creating a virtuous cycle that fuels both the channel’s content budget and its commercial revenue.

Extending the Experience: Hallmark Cruises

If the television and streaming parts of Hallmark’s empire are the brain, the cruise line is its body. In 2024, Hallmark partnered with cruise operator Seabourn to launch the Hallmark Cruise Line—an exclusive line of holiday-themed voyages that aim to bring the same storytelling magic to the high seas. Each cruise is a seven‑night, 13‑port itinerary that weaves through the Caribbean, the Gulf of Mexico, and the Eastern Seaboard, with a heavy emphasis on family-friendly, holiday‑themed activities.

The concept is simple yet innovative: the entire cruise ship is turned into a floating movie theater, with Hallmark’s original holiday films playing on a rotating schedule—once in the evening for “Movie Night at the Marina” and again during the day for “Family Film Festival.” In addition to the on‑deck screenings, guests can participate in “Jolly Jamboree” workshops where they learn to craft homemade holiday ornaments, enjoy “Santa’s Workshop” for kids (featuring a real-life Santa Claus and interactive storytelling), and partake in “Holiday Feasts” that feature Hallmark‑licensed recipes and seasonal specials.

The business model is multi‑pronged. Ticket sales drive revenue, but the real upside comes from ancillary spend—merchandise, premium dining, and exclusive “Hallmark Signature” packages that include a front‑deck suite, a private viewing room, and a personal Hallmark narrator. The partnership with Seabourn ensures that the cruises maintain a high level of luxury while also keeping costs in line, and the brand synergy means that each cruise’s marketing can tap into Hallmark’s massive loyal fan base.

According to Hallmark’s Chief Financial Officer, the first year of Hallmark Cruises exceeded expectations, pulling in $80 million in gross revenue and a 12% increase in profit margin versus standard cruise offerings. The company reports that the holiday cruise market grew by 15% over the last three years, a trend Hallmark is well positioned to capitalize on with its brand recognition and cross‑platform integration.

A Synergy of Platforms

Hallmark’s integrated strategy extends beyond just owning a channel, a streaming service, and a cruise line. The company has also cultivated a sophisticated content ecosystem. Its in‑house production studio, Hallmark Studios, has a dedicated “Holiday Division” that scouts scripts, secures talent, and produces films on a tight, year‑long schedule. The studio’s partnership with major streaming platforms like Netflix and Amazon allows Hallmark to license non‑holiday content, diversifying its portfolio and creating new revenue streams.

The brand’s marketing campaigns also showcase an elegant interplay between the physical and digital realms. Hallmark’s 2025 “Holiday Voyage” campaign, for instance, leveraged TikTok influencers to create short‑form content that teased the cruise’s on‑deck film screenings. Meanwhile, a “Choose Your Own Holiday Story” interactive experience on Hallmark+ let viewers vote on plot twists that were later incorporated into the next holiday film, turning passive viewers into active participants.

Future Horizons

Looking ahead, Hallmark is not resting on its laurels. The company is exploring virtual‑reality (VR) holiday experiences that would allow viewers to “step inside” a Hallmark movie, interacting with characters and environments in real time. According to a March 2025 press release, Hallmark’s VR initiative will launch on its streaming platform in Q4 2026, and the company has already secured a partnership with Oculus to develop the technology.

On the cruise front, Hallmark plans to expand its fleet to include a second line of “Hallmark Adventure Cruises,” focusing on destination‑centric storytelling (for example, a “New York City Holiday” package that pairs Hallmark movies with on‑shore tours of Manhattan’s iconic holiday lights).

The Bottom Line

Hallmark’s holiday media empire is a masterclass in brand cohesion, cross‑platform synergy, and customer engagement. From the early morning glow of the Hallmark Channel’s holiday lineup to the intimate glow of a cruise ship’s lantern‑lit movie theater, Hallmark has turned every facet of the holiday experience into a touchpoint that reinforces its identity: warm, familiar, and always family‑first.

Whether you’re watching “Love in the Vineyard” on a lazy Sunday afternoon, streaming “A Christmas Story” on Hallmark+ late at night, or sailing under a starlit sky with a deck‑side viewing of “Mistletoe Mirth,” Hallmark’s message is clear—this isn’t just a brand; it’s a holiday that’s meant to be experienced, celebrated, and shared. With its new cruise line and forward‑looking innovations, Hallmark is poised to keep that message alive, season after season, mile after mile, and screen after screen.