Here's a look at the formula behind Hallmark movies and why they hit.

Hallmark movies, particularly those aired during the holiday season, have become a significant cultural phenomenon, with the Hallmark Channel ranking as the top cable entertainment channel in 2024. Despite being known for their predictable and formulaic plots, these movies attract a devoted audience who appreciate their relaxing, feel-good nature and consistent happy endings.

The article details an experiment in which the narrator and his wife watched all 22 original films from Hallmark's Countdown to Christmas 2025. Through this experience, they discovered the effectiveness of Hallmark's storytelling formula and brand loyalty strategies, such as a rotating cast of familiar actors and interconnected storylines. Ultimately, the movies are seen as providing an idealized world that offers comfort and escapism, especially during the festive season.

Why Hallmark movies are so popular

How do you feel about Hallmark movies? When the average person hears Hallmark Christmas Movie, they react one of two ways. Oh, those cheesy rom-coms where the same thing happens every time? Or, alternately, Oh, those cheesy rom-coms where the same thing happens every time? And then like a heart emoji, and if Tyler Hines is in it, then also a wink emoji, and maybe this one. Hallmark, as you might guess, is divisive. But what you might not know is that Hallmark is more than a greeting card company slash TV channel. It's a powerhouse, a genuine phenomenon. In 2024, Hallmark Channel was the number one cable entertainment channel. Hallmark is also a convention. And a cruise! No matter your opinion on Hallmark movies, you probably don't know the story behind why Hallmark movies really hit. I didn't know either, and figured there was only one way to find out. By subjecting myself and my lovely wife, Ash, to the entirety of Hallmark's Countdown to Christmas 2025 movie slate, which kicked off in October. That meant watching 22 original movies in just about two months. Admittedly, my wife and I know a little bit about Hallmark, being avid viewers ourselves, to the point that it made it into our vows. Though, to my great shame, my wife and I are ironic Hallmark viewers. The movies are, as mentioned, formulaic, always including weirdly specific scenes and plot structures, such as... Person with high-powered yet unfulfilling job goes to a small town for a contrived reason. In said small town, they meet a local who they develop feelings for. Their initial meeting is typically embarrassing for one or both of them. They don't believe they have feelings for the other lead, and must be told this by another character. A chaste atmosphere with an end-of-movie kiss to signify the beginning of the official romance. Was it possible for me to overcome my prejudice against these films? To feel the feelings that Hallmark devotees feel in a completely sincere, completely unironic way? Could I learn the true meaning of Hallmark Christmas? We started our journey with the film from the list that had, to me, the funniest-sounding premise, A Christmas Angel Match. A Christmas Angel Match is about a 500-something-year-old angel whose job it is to help people fall in love with each other during the Christmas season. However, she's been having trouble lately because these kids are always in their dang phones, which is an insane plot point for a movie from 2025. How would anyone under the age of 80 find this relatable? And I am sorry. I am so sorry. Okay, so we were off to a bad start with this one. And frankly, our second movie, A Royal Montana Christmas, wasn't a lot better. And then, at last, a true bright spot. Merry Christmas, Ted Cooper. It hit all the Hallmark beats, but there were stakes and character flaws that the characters needed to grow and change from. It was an actual, legit, well-written movie. Okay, and then we watched The Snow Must Go On, a guy casts himself in his niece's high school play to impress a Broadway producer, and it works, and everyone respects him for doing this. I did not like it. Just watching these straight through wasn't going to work. I needed to speak to someone who was more in the core audience than myself. Okay, what I was going to ask you was, or what I wanted to ask you was, what do you like about the movies? And you're by yourself watching it, what do you like about them? They're just relaxing, and especially at Christmas, seasonal, enjoyable. And it always has a happy ending. Okay, I can buy that, I can get behind that. They're easy, they're simple. Typically, I like media that feels a little challenging, and Hallmark is anything but. You know the ending is always going to be happy, you know that things are always going to work out. As my wife and I powered through the rest of the list, we were seeing the formula everywhere, like the code from The Matrix. But it was working. We were enjoying ourselves. And frankly, it shouldn't be too surprising that Hallmark has a formula. Hallmark has been in the business of making movies since the time of the branded TV special. They're that old of a media institution. So yeah, they've got formulas. And clearly those formulas work. People keep coming back year after year. They buy the merch, they buy tickets to the cruise. And what do they do on the cruise, you may ask? Well, they hang out with the stars of the movies, of course. You see, Hallmark has struck upon a pretty unique way of building brand loyalty. They use a rotating cast of actors that they cycle in and out of movies, which audiences then fall in love with and hope to see in different starring turns. Three Wisest Men, the next on our list, has three of Hallmark's biggest male leads in it. When a Doctor character showed up in a random scene, it was actually a cameo from the other movies in the series, and also because this actress co-wrote the film. But my wife and I screamed because, Hey! That's the Doctor from Ted Cooper! We like her! They... They got us. Damn. So here we are. 22 movies down. 22 romances. 22 Christmases and also one Hanukkah. We managed to enjoy more than a couple of these on their own merits, on their own terms. Were there some duds? Absolutely. But the holidays aren't perfect either, right? Even the Hallmark movies that aren't perfectly written, that aren't perfectly entertaining, they manage to depict a world that is perfect. They're projecting an ideal life that we ourselves don't have, but get to live in vicariously for 90 minutes at a time. I guess what I'm saying is, there's a time and a place for a Hallmark movie. And that time is Christmas. Happy holidays, everybody. And thank you very much for watching. If you have your own opinions about Hallmark movies, please leave them in the comments. And if you want to see more from Mashable, don't forget to like and subscribe.

TikTok has signed a deal to sell its U.S. operations to a group of investors in America, a source familiar with the deal tells CBS News.

Washington

TikTok nears deal to avoid ban in the U.S.

Russian President Vladimir Putin reacted to the European Union's massive $108 billion loan to fund Ukraine's war against Russia.

Kyiv

European Union loans Ukraine billions as Putin boasts about war

The war, which began with Russia’s full-scale invasion in February 2022, continues to take a heavy toll on civilians, particularly in frontline areas such as Zaporizhzhia, where fighting and shelling persist.

Moscow

Ukraine Invasion

Putin accuses Kyiv of rejecting peaceful settlement

The man believed to be responsible for carrying out the Brown University shooting and killing an MIT professor was found dead in a storage unit in New Hampshire on Thursday, officials said.

Salem

Suspect in Brown and MIT shootings found dead

Australia will launch a national gun buyback program in the aftermath of a deadly attack on a Hanukkah celebration at Sydney's Bondi Beach, Prime Minister Anthony Albanese said.

Council of the City of Sydney

Australia announces gun buyback program after Bondi Beach shooting

TikTok’s Chinese owner, ByteDance, signed binding agreements with American investors to allow the U.S. arm of the business to continue operating.

Beijing

TikTok signs deal to allow app to continue operating in the U.S.

Under a law passed by Congress and signed by President Trump, the Justice Department has until Friday to release its files on the Jeffrey Epstein case. House Democrats released more photos from the estate of the convicted sex offender. Scott MacFarlane reports.

House Democrats release more Epstein photos ahead of DOJ deadline

The European Commission announced it will delay the signing of the Mercosur trade agreement until the new year after Meloni asked for more time. No date has been set. Backers hope deal won't be further derailed.

Brussels

Mercosur signature delayed to January after Meloni asked for more time

President Trump on Thursday signed an executive order to reclassify marijuana as a Schedule III drug. CBS News White House reporter Aaron Navarro has more on that and the president's year-end address from Wednesday night.

Trump signs executive order reclassifying marijuana

President Donald Trump laid out what he claims are the reasons that America's economy is thriving in an address to the nation. This comes as Americans remain concerned about high prices.

Trump touts economic record during address to nation

Multiple sources tell CBS News a person of interest has been identified in the mass shooting at Brown University. CBS News' Tom Hanson reports.

Providence

Person of interest identified in deadly Brown University shooting

Brazil’s Senate passed a bill that could drastically reduce former President Jair Bolsonaro’s 27-year prison sentence for plotting a coup, potentially cutting his time behind bars to just over two years.

Rio de Janeiro

Brazil Congress passes bill to cut Bolsonaro prison term

EU leaders are split in Brussels over using frozen Russian assets to fund Ukraine. Poland backs urgent action, while Belgium resists over legal and financial risks. Ukraine is pressing for a decision by year’s end.

EU leaders urge swift decision on frozen Russian funds for Ukraine

The U.S. military said Wednesday that it attacked a boat accused of smuggling drugs in the eastern Pacific Ocean, killing four people on the same day the House rejected efforts to limit President Donald Trump’s power to use military force against drug cartels.

New U.S. strike on alleged drug boat kills four

The U.S. Justice Department said late on Wednesday (December 17) the federal government was liable in the fatal January 29 collision of an Army Black Hawk helicopter and American Airlines regional jet that killed 67 people near Reagan Washington National Airport.

U.S. admits liability in fatal Black Hawk-American Airlines crash

Nick Reiner made his first court appearance after being charged with two counts of first-degree murder in the killing of his parents, Rob Reiner and Michele Singer Reiner.

Los Angeles

Nick Reiner appears in court on murder charges in killing of parents

The United States on Wednesday (December 17) approved $11.1 billion in arms sales to Taiwan, marking the largest ever U.S. weapons package for the island, which is under increasing military pressure from China.

U.S. approves $11.1 billion arms package for Taiwan, largest ever

EU leaders will gather in the coming hours to vote on potentially using nearly 200 billion dollars in frozen Russian assets to support Ukraine. But it's a controversial and risky plan.

EU leaders to vote on Ukraine loan backed by frozen Russian assets

Nick Reiner made his first court appearance on Wednesday since being arrested for the killings of his parents, Rob and Michele.

Nick Reiner makes first court appearance since parents' deaths

Vladimir Putin said Russia would achieve its goals by diplomatic or military means and would seek to expand a “security buffer” zone in Ukraine.

Putin warns Russia will extend gains in Ukraine if peace talks fail

Newly-released surveillance video shows Nick Reiner at a gas station convenience store just hours after he allegedly fatally stabbed his parents, Rob and Michele Reiner, and minutes before he was taken into custody.

New surveillance video shows Nick Reiner before his arrest

U.S. President Donald Trump announced on social media a "total and complete blockade of all sanctioned oil tankers" going in and out of Venezuela. Some details remain unclear, including when the order would be implemented and how many tankers could be involved.

Caracas

Trump orders blockade on Venezuela oil tankers

A man who allegedly opened fire on a Hanukkah celebration at Sydney's famed Bondi Beach has been charged with 59 offences, including murder and terrorism, New South Wales Police said.

Accused Bondi Beach gunman formally charged with 59 offences

The Trump administration has issued a full travel ban on five more countries as well as people traveling on documents issued by the Palestinian Authority. It also imposed new limits on 15 other countries.

Trump expands travel ban, restrictions to include 20 new countries

Australia mourns victims of the Bondi Beach shooting – As police prepare charges against the surviving gunman.

Bondi Beach shooting: Funerals begin as investigation continues

Four days into the manhunt, law enforcement officials in Providence, Rhode Island, are still unable to publicly identify a suspect, despite a $50,000 reward and pleas for help.

Police release new images of person of interest in Brown shooting

Nick Reiner will be charged with two counts of first-degree murder with special circumstances for the killings of his parents, Rob Reiner and his wife Michele Singer Reiner, who were found dead in their home over the weekend, Los Angeles County District Attorney Nathan Hochman said.

Rob Reiner's son to be charged with first degree murder of parents

U.S. military actions in international waters near Venezuela are under scrutiny following a September 2nd strike on a boat the U.S. claimed was transporting drugs, though no evidence has been provided.

U.S. bombings in international waters face scrutiny over Venezuela

The U.S. military says it has conducted another series of deadly strikes on three alleged drug boats in the Eastern Pacific, killing eight people. CBS News congressional correspondent Nikole Killion reports on that and more from Capitol Hill.

U.S. hits three more alleged drug boats in the Pacific, killing eight

U.S. President Donald Trump has followed through on his threat to sue the BBC over a misleading video edit of a speech he made on January 6, 2021, and filed a lawsuit against the media corporation on December 15. He will be seeking 10 billion dollars in damages.

Breakdown