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“The Christmas Doctor’s” Peete says that, as an executive producer of that film and other Hallmark projects, the most substantial notes she gets from the network apply to costumes - Is her coat tied the right way? Does the color scheme match? - and about “decoration and decor and ‘Is there enough Christmas in the scene?’” By this, she means “either a soft focus in the background that indicates Christmas a color sparkle.” Michelle Vicary, Hallmark’s executive vice president of programming, says, “When people come to watch a Hallmark Christmas movie, they’re coming for an experience … positivity, of optimism, of a promise that after spending two hours with us, you’ll feel a little bit better about yourself and about the world and about your community and your family and friends.” She says that this translates to tangible items too, like Hallmark-branded blankets, socks, chocolates, wines, popcorn and Monopoly games. Hannah Pillemer, the executive vice president of development and production for MarVista Entertainment, says that when she started at the Westwood company eight years ago, holiday movies constituted about 10% of the development slate and that the genre was still thought to be what she calls “the film ghetto.” These films may not receive the same acclaim as the Oscar frontrunners, but they are ratings juggernauts that increasingly garner bigger budgets and bigger stars - sometimes using known talent frequently enough that performer and platform become synonymous: Think Holly Robinson Peete, who is starring in two Hallmark holiday movies this year - including “The Christmas Doctor,” which she executive produced - or Melissa Joan Hart, who stars in Lifetime’s “Dear Christmas” and directed the network’s “Feliz NaviDad.” Even Fox Nation is getting in on the act. Meanwhile, sleigh bells are ringing and snow is glistening at OWN, Up, Netflix, Hulu, HBO Max and YouTube. During the same period, Lifetime is unwrapping 34 new releases.
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This winter, Hallmark Channel and its sister network, Hallmark Movies & Mysteries, are airing 40 new TV movies about Christmas and other events that fall in the final month of the year. Conservative pundits frequently express concern about “the war on Christmas.” But what about a war for Christmas?