In mid-October 2025, imagine lounging on your couch, watching a beloved 80s sitcom rerun when an advertisement pops up for the Countdown to Christmas on the Hallmark Channel or W Network in Canada. For some, this signals the upcoming holiday season, complete with cozy Christmas movies and hot cocoa. However, for others, the continuous stream of Christmas-themed content can be overwhelming.
Hallmark movies play a significant role in British Columbia (B.C.), where approximately 40% of the company’s content, including Christmas and year-round programming, is filmed. When Hallmark shoots in B.C., it primarily employs local crew members, with around 100 locals hired for each movie production.
Randy Pope, Hallmark Channel’s senior vice president of programming and development, mentioned that the majority of the crew is local, with only a few individuals brought in from outside B.C. Additionally, the economic impact of these productions extends beyond job opportunities for crews and actors. When a film is being made, money flows into the local economy through expenditures on catering, coffee shops, restaurants, prop shopping, dry-cleaning, lumber purchases for set construction, and more.
The Province of British Columbia’s Ministry of Tourism, Arts, Culture, and Sport reported that the film and TV industry contributed over $2 billion to the economy in 2023. Hallmark’s popularity also attracts tourists who wish to visit filming locations and experience Hallmark-themed attractions. Martini Studios in Langley hosts an annual event called Merry & Bright at Martini Town, offering visitors a chance to explore a meticulously crafted set used in Hallmark productions, providing an immersive experience akin to being in a Hallmark movie.
The event originated in 2023 during industry strikes and the uncertainty following the peak of the COVID-19 pandemic. The interest from fans seeking to witness the magic behind their favorite movies led to the event’s creation. Similarly, the Jamestown set in Langley, where the popular series “When Calls the Heart” is filmed, offers tours for fans when filming is not taking place.
Hallmark has been considering offering tours of their filming locations, and the City of Maple Ridge showcases a list of holiday movies, including Hallmark productions shot in the area. Martini is also involved in Cineventure, a new website guiding film enthusiasts to various filming spots, such as the set of “When Calls the Heart.” With the combination of tourism, job creation, and increased local spending associated with movie production in B.C., the Arts Ministry emphasizes the importance of the film industry to the province’s economy, particularly highlighting the significant role of Hallmark movies, known for their hallmark “movies of the week,” in B.C.’s live-action production landscape.
