Why Hallmark Christmas Movies are the Best Free Promotion for Small Town America
There’s no denying Hallmark Christmas movies have become a part of the American Christmas tradition. As I’ve watched these past few years, I’ve realized just how much these movies are a billboard for small town living. I think it’s quite possible Hallmark has actually been a key driver in some of the rural revival that our communities are experiencing, and they’re telling the small town story better than anyone right now.
So how are they doing it? Perhaps you’ve heard about the “perfect Hallmark Christmas movie formula”:
Two characters have been chasing success and have lost sight of what matters most.
By some turn of fate, they end up in a small town for Christmas in a sort of needed escape.
Distractions are removed and suddenly they realize life is better here, and love is in the air. (Always, always love is in the air.)
As cheesy or predictable as these movies may be, Hallmark is on to something. While these movies do portray a type of ’rose colored glasses’ version of small town life, they’ve tapped into something that our generation identifies with. Whether it’s longing for a return to a more simple life, or a needed escape from life’s current situation, or being part of a community where everyone knows each other by name and small business is a way of life, these storylines tug at a place in the viewer’s heart that actually longs for this type of life. These sentiments stir up emotions within us because there’s truth to them.
Hallmark’s ‘Christmas magic’ hits on all the things that deploy you to a world where anything’s possible. And at the end of the day I think they’re spot on. Because I believe small town America is a place where anything is possible. It’s a place full of opportunity, a place where dreams can come to life, a place where the quality of life can’t be beat. And Hallmark has gotten all of that right.
So thanks, Hallmark, for shining a light on what we already know is true — that life in a small town is pretty great. And thanks for using your platform as an amazing free billboard for rural living that plays over and over in homes across America all Christmas season long.
>> Danna Larson, Rural Revival Founder