From enduring narratives in a small town to career-driven women having trouble at work, here are Hallmark’s most common Christmas themes

The magic formula behind Hallmark holiday movies has been revealed, just in time for millions of Americans as they prepare to curl up on the couch and enjoy a heartwarming Christmas movie with their loved ones.

Hallmark and Lifetime networks, known for their annual Christmas romance films, weave a lasting story through their productions, according to an analysis of more than 400 holiday films by The New York Times.

Year after year, the stories unfold against the backdrop of picturesque towns during the cherry season, with career-driven women living in bustling metropolises.

The main characters embark on a journey to small towns, where they become entangled in a romance with handsome local men and ultimately choose to leave the cities in search of a lifetime together.

However, that pattern has evolved and changed as networks attempt to modernize their productions.

Year after year, the stories unfold against the backdrop of picturesque towns during the cherry season, with career-driven women living in bustling metropolises.

The main characters embark on a journey to small towns, where they become entangled in a romance with handsome local men and ultimately choose to leave the cities in search of a lifetime together.

For starters, holiday movies undoubtedly revolve around festive stories – 99 percent of the 424 films are dedicated to Christmas, and 73 percent include “Christmas” directly in the title.

But this year could mark a departure from the norm, as only half of Hallmark's productions include the word “Christmas” in their titles.

“I think people should know that they are holiday movies, but at some point you run out of adjectives and adverbs to use at Christmas,” said Lisa Hamilton Daly, the network's program director.

The company is also taking steps to innovate its movie posters after social media users ridiculed them for consistently featuring a man and a woman in green and red jerseys.

“We try not to put bows on things that shouldn't have bows because that's not how someone would decorate their house,” said Samantha DiPippo, a senior vice president in charge of the networks' holiday movie development.

“I want to watch one of these movies and say, 'Oh man, I have to do that with my tree,'” she added, saying their goal was to make the settings “organic and aspirational.”

The pattern has evolved and changed somewhat as the networks attempt to modernize their productions. Three Wise Men and a Baby (2023)

The films typically begin with the protagonists struggling with challenges and life-changing decisions, with many focusing on aspirations for a promotion or a new position. Under the Christmas Sky (2023)

The company is also taking steps to innovate its movie posters after social media users mocked them for consistently featuring a man and a woman in green and red jerseys.

An astonishing 87 films feature female protagonists with corporate jobs, with 19 working in the marketing industry, 14 as lawyers and ten in real estate.

Meanwhile, characters working as reporters, shop owners, decorators or interior designers take the helm in guiding the festive romance.

The films typically begin with the protagonists struggling with challenges and life-changing decisions, with many focusing on aspirations for a promotion or a new position.

Others depict characters who have suffered divorces or romantic disappointments. Ten percent of the protagonists are single mothers.

Nearly half of the characters embark on solo journeys to picturesque small Christmas-themed towns or cozy suburbs.

Interestingly, Canadian landscapes appear in over 70 percent of the films, even though the majority of the stories are set in the US.

In recent years, audiences have witnessed an increasing number of holiday films about Christmas in Europe.

Daly said of Lacey Chabert, who has starred in as many as 30 Hallmarks movies, “It's not contractual, but she likes to film all over the world, so we're happy to help her.”

The films typically begin with the protagonists struggling with challenges and life-changing decisions, with many focusing on aspirations for a promotion or a new position.

Others depict characters who have suffered divorces or romantic disappointments. Ten percent of the protagonists are single mothers. Mystery on Mistletoe Lane (2023)

Amid the festive charm of quaint towns, the female characters encountered unexpected romance.

Nearly a hundred of them encountered figures from their past – whether ex-boyfriends, long-forgotten crushes or childhood friends – who put a nostalgic spin on their travels.

Twenty percent of men are single fathers, as the Hallmark network noted: “We found that watching men as parents is very attractive to women.”

While most movies limit their romantic plot to a near-kiss, the Lifetime channel breaks new ground by showing a sex scene for the first time.

With the release of this season's A Cowboy Christmas Romance, the network has chosen to show what they describe as “adult romance.”

Tia Maggini told it Variety: 'We think there's an audience hungry for adult romance, and we're looking forward to adding some smoldering sugar and spice.'

She added, “We love trying new things, and we're excited about this new 'first' for us in a holiday movie.”

The characters continually get caught up in Christmas-themed treasure hunts, class reunions, or festive parades and carnivals. Catch me like your Claus (2023)

“We try not to put bows on things that shouldn't have bows because that's not how someone would decorate their house,” said Samantha DiPippo, a senior vice president in charge of the networks' holiday film development. Christmas with friends and family (2023)

Holiday films also rely heavily on tropes, such as competitions, performances, or Christmas Eve galas.

Patrick Serrano, who has diligently watched every Hallmark and Lifetime holiday movie since 2016, shares insights about the films via his blog and podcast.

According to him, the reliance on tropes is “very similar to horror movies or a Marvel movie. These certain things happen in every movie.”

The characters continually get caught up in Christmas-themed treasure hunts, class reunions, or festive parades and carnivals.

According to the analysis, 25 percent of stories are about a company or city facing challenges, while ten percent involve secrets to be revealed at the end.

“We're constantly trying to separate ourselves from what we've done in the past,” DiPippo said.

Every Christmas movie has a happy ending, with the majority ending with the female lead deciding to quit her job and choosing to stay with the love of her life.

In recent years, audiences have noticed a shift in narrative dynamics, with men sometimes following women into the city instead of the traditional small-town setting.

Some women end up running their businesses remotely.

“We always say that no matter what our woman's path is, her relationship is the icing on the cake,” Ms. DiPippo said. “If she's career-driven, or if she has a specific goal, then that's what she's going for.”

'I think we would be crazy if we just gave up the formula 100 percent. What we see as the essential formula is connection, love, the coming together of people.'