In mid-October 2025, imagine lounging on your sofa, watching a rerun of your favorite 80s sitcom on cable TV when an advertisement pops up for the Countdown to Christmas on the Hallmark Channel, known as W Network in Canada.
This promotion may either ignite joy for the upcoming holidays, complete with hot cocoa and cozy Christmas movies, or trigger dismay for those overwhelmed by the constant stream of festive films. Nonetheless, Hallmark movies are a significant industry in British Columbia (B.C.), where the company films approximately 40% of its content, including Christmas and year-round programming.
When Hallmark films in B.C., they primarily employ local crews, with an estimated 100 crew members hired for each movie. Randy Pope, the senior vice president of programming and development for Hallmark Channel, mentioned that usually only one or two non-local individuals are brought in for production.
Beyond providing job opportunities for local crews and actors, these movies have a substantial economic impact on the region. The cast and crew contribute to the local economy by spending on catering, coffee shops, restaurants, prop shopping, dry cleaning, lumber for sets, and more.
According to the Ministry of Tourism, Arts, Culture, and Sport in B.C., the film and TV industry generated over $2 billion in 2023. While the exact contribution of Hallmark alone is not specified, the economic boost from multiple Hallmark productions in B.C. annually is noteworthy.
The popularity of Hallmark movies has also led to increased tourism in B.C., with fans eager to visit filming locations and experience Hallmark-themed attractions. Martini Studios, a Langley-based production facility frequently used by Hallmark Media, hosts an annual event called Merry & Bright at Martini Town, offering visitors a chance to explore a meticulously crafted set used in Hallmark productions.
This event, established in 2023, caters to Hallmark enthusiasts seeking a unique experience after the challenges posed by the COVID-19 pandemic. The event’s success highlights the demand among fans to witness the behind-the-scenes magic of their favorite movies.
Additionally, locations like the Jamestown set in Langley, where the popular series When Calls the Heart is filmed, offer tours for fans interested in exploring the filming sites. The City of Maple Ridge promotes holiday movies shot in town, including Hallmark productions, further attracting tourists to the area.
Overall, the synergy between tourism, local job creation, and increased spending associated with filming in B.C. underscores the significant role of movie-making in the province’s economy. The Ministry of Arts emphasized that Hallmark movies, often recognized for their “movies of the week,” play a vital role in B.C.’s live-action production landscape.