In mid-October 2025, imagine lounging on your couch watching a rerun of an 80s sitcom on cable TV when a commercial pops up announcing the Countdown to Christmas on the Hallmark Channel or W Network in Canada.
This event elicits mixed reactions from viewers. Some are thrilled as it signals the holiday season’s approach, synonymous with enjoying hot cocoa while watching heartwarming Christmas movies. On the other hand, for some, the continuous stream of Christmas content can be overwhelming.
The Hallmark Channel, a major player in the film industry, films approximately 40% of its content in British Columbia (B.C.)—both Christmas specials and year-round programming. When Hallmark shoots in B.C., it primarily employs local talent, with around 100 crew members hired for each movie production.
Randy Pope, the Senior Vice President of Programming and Development at Hallmark Channel, mentioned that most of the crew members are locals, with only a few individuals brought in from outside B.C.
The economic impact of Hallmark movies extends beyond providing jobs to local crews and actors. When a film production takes place in a community, it boosts the local economy. The cast and crew spend money on various services like catering, coffee shops, restaurants, prop shopping, dry-cleaning, and set construction materials, contributing significantly to the area’s financial growth.
According to Gemma Martini, the founder and CEO of Martini Studios, which is frequently utilized by Hallmark Media, there is substantial spending associated with film productions that goes beyond the obvious expenses.
The Ministry of Tourism, Arts, Culture, and Sport in B.C. reported that the film and TV industry generated over $2 billion in 2023, though the specific contribution of Hallmark productions to the province’s economy was not provided.
The popularity of Hallmark movies attracts fans who wish to visit filming locations or immerse themselves in settings reminiscent of Hallmark films. Martini Studios hosts an annual event named Merry & Bright at Martini Town, offering visitors a chance to experience a meticulously crafted set used in Hallmark productions, providing a real-life Hallmark movie experience.
This event, initiated in 2023 during industry disruptions post the peak of the COVID-19 pandemic, was a hit among Hallmark enthusiasts interested in exploring the behind-the-scenes of their favorite movies. Additionally, it draws visitors looking for a festive Christmas experience, picturesque photo opportunities, or simply curious about film production settings.
In Langley, where the popular Hallmark series “When Calls the Heart” is filmed, the Jamestown set offers tours for fans when the show is not in production. The City of Maple Ridge promotes holiday movies, including Hallmark productions, shot in the area. There are discussions about organizing filming location tours, catering to fans’ interests in exploring the movie-making process.
Cineventure, a new website involving Martini, guides movie buffs to filming locations, such as “When Calls the Heart,” enhancing the tourism appeal of these spots.
The Arts Ministry emphasized the importance of movie-making in B.C., highlighting Hallmark’s significant role in producing Movies of the Week, a distinctive feature of the province’s live-action production scene. The economic benefits of hosting film productions, including tourism, job opportunities, and increased local spending, underscore the film industry’s vital contribution to the regional economy.
