From Brand to Genre: The Hallmark Movie

Hallmark movies are a hit. While most broadcast networks in the United States and Canada struggling to maintain an audience, has launched three additional cable services past four years. Much of this success can be attributed Hallmark’s investment—both ideological economic—in made-for-TV movie, form programing that re-popularized re-branded—and transformed into genre. To work through my suggestion we consider movie as genre, same way speak productively about Western or buddy cop film, I examine: structure content formula; movies’ use studio system-style production practices; fan discourses fan-made content. In re-visiting gain greater insight how both genres media companies navigating digital environment.