This previous weekend, Hallmark made its popular culture programming debut at New York Comedian Con with The Method Dwelling, its new collection about three generations of girls who discover themselves reunited after 20 years aside.
Set within the Canadian farm city of Port Haven, on the floor the collection is customary fare for the community: a female-fronted drama about strong-willed ladies who work to uncover truths, mend damaged relationships and reclaim misplaced time. What’s much less conventional is its literal time journey ingredient, which sees Kat Landry (Chyler Leigh) group together with her teen daughter, Alice (Sadie Laflamme-Snow), after they uncover the power to maneuver between the previous and current.
It finally provides them energy to unearth particulars round their household’s early tragedies, together with life-changing occasions that prompted Kat to depart house and her mom, Del (Andie MacDowell), twenty years earlier.
It’s a collection Lisa Hamilton Daly, government vp programming at Hallmark Media, tells The Hollywood Reporter was a ardour challenge and “an elevated, compelling story” for the community that discovered a large following of each present and new viewers amid its Season 1 run this previous spring.
“The Method Dwelling showcases the depth and breadth of Hallmark programming’s energy to attract viewers on a thought-provoking, emotional stage,” she explains. “We imagine it’ll resonate deeply with the ComicCon audiences and take the present’s already burgeoning fandom to new heights.”
Hallmark at NYCC looks as if an unlikely match, however the firm has been within the enterprise of popular culture, particularly collectibles, for almost a century — 90 years to be actual, says Meredith McCormick, vp international licensing and enterprise improvement at Hallmark. When it particularly involves the corporate’s look at two of the world’s largest fan conventions, San Diego Comedian-Con and NYCC, that started in 2008 and 2011, respectively.
“We wished to satisfy the followers the place they had been, comedian cons,” says McCormick of the corporate’s resolution to enter the occasion market. “Hallmark continues to develop and develop our product choices within the licensed house. Attending the comedian cons permits us to attach with shoppers and showcase new, progressive merchandise, together with sneak peeks for the subsequent 12 months.”
That catalog of collectibles runs deep, with merchandise from anticipated massive IP — Disney’s princesses, Marvel, Star Wars, Peanuts, DC Comics, Harry Potter, Recreation of Thrones — in addition to cult fandoms, like Rick & Morty, Steven Universe, Associates, Gilmore Women, The Nightmare Earlier than Christmas, and extra.
“It’s a true intersection of artwork and science,” McCormick explains of how the group decides which properties to faucet into. “We have a look at our earlier collections, what’s at present trending within the market, and join with our licensing companions on their priorities. Our artistic employees and artists then take the ideas and convey the merchandise to life. It can be crucial that we’ve got a product line that’s numerous with a variety of content material, so there’s something for everybody.”
However a presence on the exhibitor flooring and sneak peeks on the firm’s new merchandise for the upcoming 12 months is a really completely different transfer than a style programming panel that connects expertise straight with followers.
And but, regardless of this being their first foray into the house, Hallmark isn’t such a stranger to fandom. Exhibits like When Calls the Coronary heart and Good Witch, have amassed passionate followings, even when they don’t look like a match for a popular culture and comedian conference.
“We now have huge fandom at Hallmark Media and that continues to develop exponentially 12 months after 12 months. Our followers need to immerse themselves on the earth of Hallmark films and collection and expertise the Hallmark Channel life-style,” says Daly. “Whether or not they need to beautify their properties to really feel like a Hallmark Christmas film, step into the world of our beloved collection, or just convey heat, pleasure, and connection into their lives in massive and small methods, we’re tapping into creating these alternatives for them like by no means earlier than.”
That’s already taken form with the Hallmark Channel Christmas Cruise. Set for November 2024, the cruise will provide followers the chance to have fun the vacation season with the community’s stars. The primary crusing offered out inside hours and resulted in additional than 70,000 pre-sale signups, in keeping with Hamilton. Resulting from demand, one other crusing was provided and offered out inside a day.
“Our visitors are already assembly via Fb teams to plan what they’re packing and join over their shared love for Hallmark,” Hamilton says. “This immense want for folks to indulge within the model is in every single place.”
That form of swift fan rallying mirrors the chaotic sprint to amass tickets to comedian cons on each coasts, and should have been a number of the finest proof that having a presence at a fan-driven expertise NYCC was a logical subsequent step for connecting with and thrilling followers over its newest style collection, which is, in keeping with Hamilton, the most-watched leisure cable program of the 12 months whereas on air.
“The Method Dwelling is really so particular — it’s a multigenerational household drama with a touch of fantasy and a lot coronary heart and self-discovery,” she tells THR. “Our all-star solid is led by Andie Macdowell, Sadie Laflamme-Snow, Evan Williams and Chyler Leigh, who we all know is already a giant draw at Comedian Con for her work on reveals like Supergirl. Her followers from that program are extremely engaged and passionate, they usually got here out in full drive on social media in assist of Chyler’s function on The Method Dwelling for the reason that first episode. The complete solid blew us away in bringing this this present to life and performed a giant function in its success story.”
With The Method Dwelling, Hallmark had a chance for example the corporate’s evolution and enlargement, whereas tapping into its present devoted viewers following. It’s one thing the community will proceed to do, says Daly.
“We’re excited to proceed creating new, significant contact factors for our audiences,” she tells THR. “We’re at all times in search of methods to convey the tales behind Hallmark programming to life as a result of the center, hope, and happiness that folks get from watching our films and reveals is current behind the scenes, as nicely. We hope that alternatives like Comedian Con permit us to show why our content material continues to earn the hearts of so many viewers.”