Crown Media, the mega-corporation that owns both Hallmark greeting cards and the Hallmark Channel, gave an update this week reaffirming the company’s commitment to diversity. CEO Wonya Lucas also assured audiences that more Hallmark movies featuring LGBTQ representation on both sides of the camera is on the way.
Lucas made the announcement at the Winter Television Critics Association meeting, reports Deadline. She further said the company is “proud” of its advances in queer representation, and looks forward to celebrating more in the immediate future.
Related: Hallmark promises to make the yuletide extra gay this year
“Before I arrived, we had begun to expand our brand inclusiveness in front of and behind the camera,” Lucas said. “I’m proud of the progress this team is making to expand diversity in our programming and it is nothing short of seismic. The significant achievements made in the D&I (diversity and inclusion) space in 2020 laid the groundwork for us to branch out in our storytelling to approach the complexity of what it means to love and be a family in a more authentic, varied, and inclusive way.”
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For Hallmark, that has entailed the release of two films with leading LGBTQ characters, The Christmas House starring Jonathan Bennett, and Wedding Every Weekend which features a lesbian wedding. Lucas also touted the upcoming premiere of Mix Up in the Mediterranean, about a man who meets his long-lost twin, who also happens to be a gay man. Actor Jeremy Jordan plays the lead.
It wasn’t always so. In 2019, the Hallmark Channel came under fire for an ad that featured a same-sex wedding. Christian activist group One Million Moms decried the commercial, prompting Hallmark to pull the ad from circulation. A further outcry by the LGBTQ community prompted Hallmark to re-run the ad, and to commission films with gay characters.
When asked about the 2019 controversy, Lucas distanced both herself and the network from the scandal.
“All I can speak to is where we are today. And really just coming in six months ago and seeing the work that the team had already done and begun, it really did make me proud,” she said. “What I see, moving forward – and I can speak for myself – is that we’re gonna continue to lean into that and you’re gonna see more of that. And we welcome all the advertisers who have been supportive of us, and our team’s been supportive, and our parent company is incredibly supportive. So this is who we are.”
Catholicslutbox
Those movies were awful, but I think every Hallmark movie might be.
Essie
EVERY Hallmark and Lifetime movie is totally awful. They have the same storyline, the same formula and the same unknown actors. However, it’s nice that they are trying to do better with their diversity. Still don’t know if I could ever watch one of these things all the way through but, at least they are trying.
christopher lord
Last time I checked, although he is button-face cute, Jeremy Jordan was straight and married.
Prax07
Out of all the various “gay” holiday movies this past Christmas the Hallmark one was the worst. Was just terrible cringe that I couldn’t get through and turned it off after about thirty minutes. Not expecting any improvement in any future offerings from them.
Josh447
The Christmas Setup was great. Looks like 1MM did something right for a change. They helped bring Hallmark gay movies. The little numb fux. Looking forward to more gay Hallmark programming.
The guys are way HoT.
laurent7465
Let’s not leave out Lifetime network. They released The Christmas Setup, not Hallmark. I enjoyed both movies and give kudos to both networks for their efforts. I have to say, I loved The Christmas Setup.
ShaunNJ
I watched all the gay films Hallmark broadcast last year. While none would win and Oscar or SAG award they weren’t terrible. It’s nice to see us represented in positive heartwarming stories on a large scale. I encourage all to watch (even if you have to endure it) to boost ratings and bring more LGBTQ stories to the mainstream. The bonus – you’ll annoy the “Million Moms” (who are more likely 1,281 Karens / Trumpers).
robert_rupp
Husband and I have tradition of getting in as many Christmas movies as we can during the holidays ..even with quarantine this year it was a challenge.. they were everywhere ….and historically, they aren’t great movies, but still fun ..just don’t understand our community..why all the hate …what does that accomplish , first efforts are sometimes not on target. I’m sure they’ll be better next year. Hope is Netflix, Amazon both can also improve btw. One of our favorite was , A CALIFORNIA CHRISTMAS on Netflix
rand503
Agreed. There was a time when I was growing up when I would have killed to see our people on the big screen or the small screen. I used to dream that may be the daytime soaps would show a gay kiss, or a gay romance, anything at all. Back in the 1980s, though, that was a dream I could never imagine every seeing.
Today, we have gay characters everywhere. We should be HAPPY that our stories and characters are now mainstreamed, and just a mediocre and common as every one else. THAT’S a world I can live in!
mz.sam
Because of the pandemic watching Hallmark Channel (Xmas) movies has it’s rightful viewing place for all who enjoy wholesome, repetitively flaccid zombied storylines no matter who’s kissing whom with pursed lips. Much like swallowing cupfuls of pure honey, for me, a singular watching is more than enough.
gregg2010
Having watched the horrible, gay Christmas Hallmark movie, I thought to myself that it was wonderful. Middle America can see that is is possible to be a gay man and live a boring, predictable life just like all the characters in this genre of film!
Tombear
It’s a cute movie. Nothing deep or cerebral about it. I liked the movie and it’s crafted for people who go to movies to enjoy themselves. Glad gay men are represented.
ShiningSex
Good for them even though their films are awful, but good for them for being more inclusive. Now tackle the transgender community which is SO overlooked sadly.
Androphile
Hallmark movies are like romance novels, and they serve the same purpose. Pure escapism, and when measured against that, they do the job very well. So many people are in a rut, living lives without purpose or sparkle or romance. For that reason I won’t denigrate Hallmark movies. And including positive same sex relationships in this genre preaches positive gay vibes to their target audience. It helps us all. But Jeremy Jordan should never be cast in a movie in which he doesn’t sing. Just sayin’.
rand503
You don’t like how we are portrayed by Hallmark? Then make your own movie. Write your own script.
Seriously. It’s never been cheaper or easier to make a movie. I know lots of people who do. You can take a course or read a book on how to write a script, and send it around.
There is a huge demand for content right now. All the networks and studios are desperate for stories. Write one, or at least write up a treatment, and then shop it around.