Hallmark To Revamp And Upgrade Streaming Service This Fall
Hallmark has been experimenting with streaming. Since 2017, it has operated a limited service called Hallmark Movies Now. Some Hallmark programming has also been available on Peacock. But now, Hallmark Movies Now is switching it up. The on-demand service will be rebranded as Hallmark+, a new streaming service set to launch in mid-September, which will incorporate ad-free viewing with retail and product benefits.
“Hallmark+ marks a seminal moment for Hallmark,” said Mike Perry, president and CEO, 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.”
What does Hallmark+ entail?
Right now, Hallmark Movies Now plans begin at $5.99 a month or $59.99 for a year; Hallmark+ plans will start at $7.99 per month or $79.99 per year. The membership includes exclusive benefits and rewards, including monthly $5 Hallmark Gold Crown Store coupons, free unlimited eCards, rewards for shopping, and surprise gifts.
Hallmark+ is set to roll out new content, including new genres and formats for Hallmark Media. For the first time, they’ll enter the holiday limited series space with Holidazed. It follows six families from different backgrounds coming together over the holidays and stars Dennis Haysbert, Erin Cahill, Holland Roden, John C. McGinley, Ian Harding, and more.
Additionally, Hallmark+ subscribers will have on-demand access to old content. The company highlighted in the news release that there are almost 300 Hallmark Christmas films that have aired since 2002.
According to the company, the app will feature Hallmark unscripted content as well. Coming in the fall, Jonathan Bennett will host Finding Mr. Christmas, a competition series to become the company’s next leading man. Lacey Chabert will honor real-life heroes in Celebrations With Lacey Chabert. Then, during the holiday season, Wes Brown will host Ready, Set, Glow! traveling to some of the most impressive, festive displays and meeting the inspirational people behind the lights.
Next year, two more unscripted series will come to the app. Small Town Setup, with Ashley Williams helping parents play matchmaker for their adult kids, and Home Is Where the Heart Is, which follows Luke Macfarlane as he helps families renovate an important room in their home.
It’s worth mentioning that the Peacock deal will continue, Perry said. Hallmark Movies Now, which has an estimated 1.5 million subscribers, will reboot as the full-fledged Hallmark+ this upcoming fall. “There will be things that will launch exclusively on linear cable, but then we’ll roll them onto the service,” he said.
