Candace Cameron Bure may be right. Don’t miss those the good old days of Hallmark Christmas movies before they all “woke up”? Back when a big city real estate developer fell in love with a small town rancher, or when a small town designer fell in love with a big city movie star, or when another big city real estate developer fell in love with a small town landlord, or when a big city married couple in love again in a small town inn – this were Christmas movies! Luckily, these are all films shot this year.
It turns out that, as Candace Cameron Bure alludes to, the nightmarish erosion of good old Christian values and American morality has ruined Hallmark films Wall Street Journal profile does not exist. The only reason she chose Great American Family is because Hallmark is “fundamentally a completely different network than it was when I was there because I changed leadership.”
What is Bure talking about? What changed so much that it would break a 9-year winning streak at the undisputed king of Christmas movies? And we’re talking about Christmas Movies too, movies that are not afraid to put Christmas in the title. There’s a Hanukkah movie this year, just like 2021 and 2020. Kwanzaa is getting half a movie and sharing it with Christmas this year vacation heritage. The specific holiday these holiday films celebrate has not changed. The lineup is still being called Countdown to Christmas! So it can’t be the “War on Christmas” that scared Bure.
Mark does have a few more color tracks than in the past, including two films with traces of Asian descent. But overall? Only six out of forty films have two traces of color. Granted, that’s six more than the 2017 lineup, when Hallmark was believed to be more in line with Bure’s numbers. For comparison, one of the seventeen Great American Family originals from 2022 has two color tracks.
So really – what has changed? Some of the gender roles have changed, like the rancher I mentioned in the first paragraph was a woman (!). and The royal nanny was a direct spy film that didn’t follow the Hallmark formula. and Lights, Camera, Christmas treated “moving to the city” as a goal, not a threat. But are these plans really offensive enough to upset Ms Bure? Probably not.
So let me say the quiet part out loud: Candace Cameron Bure is crazy about gays. She concludes that too when she says Great American Family will focus on “traditional marriage,” which is Christian’s derogatory and historically inaccurate way of describing straight couples. Note that traditional marriage does not mean the centuries-old tradition where women were property. she says modern Straight marriage – like, you know, the kind on love is blind.
That’s the only thing that’s changed significantly, and Hallmark’s previous refusal to acknowledge that gay people exist and also love Christmas is why Great American Family even exists. Never forget that Great American Family CEO Bill Abbott left Hallmark (of his own accord, he says) after refusing to air a commercial showing lesbians daring being on screen for a few seconds to be.
Since his departure, Hallmark has grown its queer reputation almost exponentially. For three years in a row there have been queer main and supporting characters every year – as in The Christmas House and An Unexpected Christmas. The Christmas House gave the network his first gay kiss — a kiss! Scandalous! But note that it took them until This Year, Year 3 from Hallmark’s strange eye Makeover to take a gay couple to the top without the buffer of a straight love story (The Holiday SitterAiring December 11).
Gay inclusion is the tangible difference between Hallmark now and the Hallmark Bure enjoyed working for. Bure’s comments about ‘traditional marriage’ – and the fact that her Netflix sitcom fuller house her youngest TV son’s inexplicable crush on Blake Shelton declined in favor of a friend — don’t stop me from assuming gay inclusion is the only reason she left Hallmark. I’m sure she loves the money from her exclusive deal and the power of being chief creative officer and I’m sure she loves it – to use a phrase always thrown at gay people who just breathe -” to shove Christianity down our throats” with GAF content. But I think what she loves most is that there are no gays in the Great American Christmas winter wonderland.
And just to underline this: Bure’s comment on “traditional marriage” is political – exactly what I bet she hates today’s very political (?) Hallmark movies. Your comments are dangerous. We have Supreme Court justices who have specifically said they want to overthrow gay marriage. A character like Bure, a woman who has been an incredible influence on Christian and conservative audiences, as well as Instagram moms and sitcom-loving millennials, would do anything to suggest that gay marriage isn’t meant to be anything but ultimate to be looked at harmlessly and harmlessly frivolously like formulaic holiday movies. That doesn’t really feel like Christmas spirit.
So keep that in mind when you hear Bure, or anyone else, talk about the runaway loose liberal morality of today’s Hallmark movies. Hallmark movies are just as mature and cheesy as they ever were. They just finally acknowledged that gay people deserve to be stuck in small towns and fall in love with their big city high school crushes the same way straight people do.