In mid-October 2025, imagine relaxing on your sofa watching a rerun of a beloved 80s sitcom on cable TV when an advertisement pops up for the Countdown to Christmas on the Hallmark Channel or W Network in Canada.
For some, this signals the approaching holiday season, where enjoying hot cocoa while watching heartwarming Christmas movies is a cherished tradition. However, for others, the constant stream of festive films can be overwhelming.
Hallmark movies play a significant role in British Columbia’s (B.C.) entertainment industry, with around 40% of their content, including Christmas and year-round programming, being filmed in the province. When Hallmark shoots in B.C., they primarily hire local talent, with an estimated 100 crew members from the area working on each film.
Randy Pope, the senior vice president of programming and development at Hallmark Channel, mentioned that they mostly bring in only one or two individuals from outside B.C. for their productions. The economic impact of these movies goes beyond providing jobs for local crews and actors. The influx of production activity means spending on catering, local businesses, restaurants, prop shops, and more.
According to Gemma Martini, the founder and CEO of Martini Studios, a production facility in Langley frequently used by Hallmark Media, the money spent during film production extends far beyond the obvious expenses.
The Ministry of Tourism, Arts, Culture, and Sport of B.C. stated that in 2023, the film and TV industry contributed over $2 billion to the province’s economy. Hallmark movies not only boost the local economy but also attract viewers to B.C. who wish to visit filming locations and experience the charm of Hallmark-like settings.
Martini Studios hosts an annual event called Merry & Bright at Martini Town, where visitors can explore a meticulously recreated set used in Hallmark productions, providing them with a genuine Hallmark movie experience. This event, initiated in 2023 during the aftermath of the COVID-19 pandemic, caters to fans eager to see the magic behind their favorite films.
In addition to Martini Studios, the Jamestown set in Langley, where the popular Hallmark series “When Calls the Heart” is filmed, offers tours for fans when the show is not in production. The City of Maple Ridge showcases a list of holiday movies, including Hallmark productions, filmed in the area to attract tourists and movie enthusiasts.
Hallmark’s impact in B.C. goes beyond entertainment, contributing significantly to the local economy through tourism, job creation, and increased spending. The Ministry of Arts emphasized that these made-for-TV movies, a hallmark of Hallmark productions, are a vital component of B.C.’s film industry mix.