In mid-October 2025, imagine yourself lounging on the sofa, watching a classic 80s sitcom rerun, and suddenly, an advertisement pops up heralding the Countdown to Christmas on the Hallmark Channel or W Network in Canada.
For some, this signals the approaching holiday season, evoking a sense of joy as they anticipate cozy evenings with hot cocoa and a lineup of heartwarming Christmas movies. Conversely, for others, the continuous stream of festive films may not be as appealing.
In British Columbia, Hallmark Channel is a major player in the film industry, producing around 40% of its content, including Christmas specials and year-round programming. When filming in B.C., Hallmark predominantly employs local talent, with approximately 100 crew members hired for each movie project.
Randy Pope, the senior vice president of programming and development at Hallmark Channel, mentioned that the production team mostly consists of local workers, with only a few individuals brought in from outside the province.
The economic impact of Hallmark movies extends beyond job creation for local crews and actors. These productions stimulate various sectors of the economy, such as catering services, local eateries, coffee shops, prop suppliers, and more.
Martini Studios, located in Langley, is a favored production facility for Hallmark Media and other companies. The founder, Gemma Martini, highlighted the significant economic contribution made by film productions, emphasizing that the financial benefits extend far beyond the direct costs associated with filming.
Although the exact monetary value attributed to Hallmark’s contribution to British Columbia’s economy is not specified, the province’s Ministry of Tourism, Arts, Culture, and Sport reported that the film and television industry as a whole generated over $2 billion in 2023.
The popularity of Hallmark movies has given rise to a phenomenon known as “Hallmark tourism,” where fans express interest in visiting filming locations and immersing themselves in settings reminiscent of Hallmark films. Martini Studios hosts an annual event called Merry & Bright at Martini Town, offering visitors a chance to experience a meticulously recreated Hallmark set.
This event, which started in 2023 during a period of industry challenges, attracts fans who seek to capture the essence of Hallmark productions and explore the behind-the-scenes magic of filmmaking. The Jamestown set in Langley, where the beloved Hallmark series “When Calls the Heart” is filmed, also offers tours to fans when filming is not taking place.
The City of Maple Ridge showcases a list of holiday movies shot in the area, including Hallmark productions, further fueling tourist interest in visiting these iconic filming locations. Additionally, a new website called Cineventure guides movie enthusiasts to various filming spots, including those featured in “When Calls the Heart.”
The Ministry of Arts emphasized the significance of movie-making in British Columbia, citing Hallmark’s “movies of the week” as a vital component of the province’s live-action production landscape. The interplay between tourism, job opportunities, and increased local spending underscores the substantial role that movie production plays in the provincial economy.
