In mid-October 2025, imagine lounging on your sofa, watching a rerun of a beloved 80s sitcom on cable TV when an advertisement pops up promoting the Countdown to Christmas on the Hallmark Channel, also known as W Network in Canada.
This event triggers mixed emotions for many – some feel joyful as the holiday season nears, associating it with cozy moments and Christmas movies, while others dread the constant stream of festive films. However, Hallmark movies hold significant importance in British Columbia (B.C.), where approximately 40% of the company’s content, including Christmas specials and year-round programming, is filmed.
When Hallmark shoots in B.C., it predominantly employs local talent, with nearly 100 crew members hired for each movie. Randy Pope, the senior vice president of programming and development at Hallmark Channel, mentioned that the majority of the team consists of local hires, with only a few brought in from outside the province.
The impact of these productions extends beyond just creating job opportunities for local crews and actors. The influx of a film production brings economic benefits to the region as cast and crew members spend money on various services like catering, shopping at local businesses, and sourcing props and materials locally.
According to Gemma Martini, the founder and CEO of Martini Studios, a Langley-based production facility frequently utilized by Hallmark Media, the financial impact of these productions goes beyond the immediate expenses associated with filming.
The province’s Ministry of Tourism, Arts, Culture, and Sport highlighted the significant contribution of the film and TV industry to B.C.’s economy, surpassing $2 billion in 2023. Hallmark’s presence in the region significantly contributes to this economic boost through its continuous filming activities.
The growing popularity of Hallmark movies has also led to increased tourism in B.C., as fans seek out filming locations and immersive experiences related to their favorite films. Martini Studios hosts an annual event named Merry & Bright at Martini Town, offering visitors a chance to explore meticulously crafted sets used in Hallmark productions, allowing them to step into the world of a Hallmark movie.
This event, initiated in 2023 during industry challenges post-COVID-19, showcases the attraction fans have towards experiencing the behind-the-scenes magic of Hallmark movies. The Jamestown set in Langley, where the renowned Hallmark series “When Calls the Heart” is filmed, also offers tours for enthusiasts during non-filming periods.
Martini mentioned that people visit these locations for various reasons, such as enjoying a festive experience with family, capturing memorable Christmas card photos, or simply satisfying their curiosity about film sets.
Pope indicated that Hallmark has been approached for filming location tours, and the City of Maple Ridge promotes a list of holiday movies shot in the area, including Hallmark productions. Additionally, Martini is involved in a new website, Cineventure, guiding film enthusiasts to various filming locations, including those from “When Calls the Heart.”
The Ministry of Tourism emphasized the importance of movie-making in B.C., stating that it significantly contributes to the economy. They highlighted Hallmark’s made-for-TV movies as a notable and cherished component of B.C.’s live-action production landscape.