In mid-October 2025, imagine yourself lounging on your sofa, enjoying a classic 80s sitcom rerun on cable TV, when an advertisement pops up promoting the Countdown to Christmas on the Hallmark Channel, known as W Network in Canada.
For some, this triggers excitement as the holiday season approaches, and the tradition of watching heartwarming Christmas movies with a cup of hot cocoa begins. However, for others, the continuous stream of festive films can be overwhelming.
In British Columbia, Hallmark movies play a significant role as the company films around 40% of its content, including Christmas and year-round programming. When Hallmark shoots in B.C., it primarily employs local crews, with approximately 100 crew members hired for each movie.
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 brought in from outside the province.
Beyond providing jobs for local crew members and actors, Hallmark productions have a widespread impact on the economy. When a film is in production, money flows into various local businesses, from catering services and coffee shops to restaurants, boutiques, and even set construction supplies.
According to Gemma Martini, the founder and CEO of Martini Studios, which is frequently used by Hallmark Media, the economic ripple effect of these film productions goes beyond the immediate industry expenditures.
While the exact economic contribution of Hallmark productions to B.C. is not specified, the province’s Ministry of Tourism, Arts, Culture, and Sport noted that the film and TV industry as a whole generated over $2 billion in 2023.
The popularity of Hallmark movies has led to a rise in tourism as fans are eager to visit filming locations and immerse themselves in settings reminiscent of Hallmark films. Martini Studios hosts an annual event called Merry & Bright at Martini Town, offering visitors an opportunity to experience a meticulously designed set used in Hallmark productions.
This event, initiated in 2023 during challenging times, has attracted fans interested in the behind-the-scenes aspects of Hallmark movies. Additionally, tourism spots like the Jamestown set in Langley, where the series “When Calls the Heart” is filmed, provide tours for enthusiasts when filming is not taking place.
Hallmark has been approached about conducting tours of filming locations, while Maple Ridge showcases a list of holiday movies shot in the city, including Hallmark productions. Moreover, a new website called Cineventure guides movie buffs to various filming locations, including those of “When Calls the Heart.”
The Ministry of Arts emphasized the importance of movie-making in B.C. for its economy, highlighting that movies of the week, a genre Hallmark is renowned for, play a significant role in the province’s live-action production landscape.