Hallmark+
{{short description|On-demand streaming video service}}
{{Infobox company
| name = Hallmark+
| logo =
| logo_caption =
| image =
| image_caption =
| former_names = SpiritClips (2007–2014)
Feeln (2014–2017)
Hallmark Movies Now (2017–2024)
| type = Subsidiary
| industry = Subscription video on demand
| foundation = {{start date and age|2007}}
| location_city = Los Angeles, California
| location_country = U.S.
| area_served =
| key_people = Robert N. Fried, founder
| products =
| brands =
| services = Streaming media subscription service
| owners =
| num_employees =
| parent = Hallmark Media
| homepage = {{URL|www.hallmarkplus.com}}
}}
Hallmark+ (formerly Hallmark Movies Now) is subscription video on-demand service owned by Hallmark Media. It primarily carries family-friendly movies, documentaries and short films, including Hallmark Hall of Fame movies and original content tied to Hallmark's cable networks.
The company was originally founded in 2007 by Robert N. Fried as SpiritClips, and was acquired by Hallmark Cards in 2012; it was then renamed Feeln in 2014, and then Hallmark Movies Now in 2017. It was relaunched again in September 2024 as Hallmark+, introducing a new slate of original series, as well as loyalty benefits for Hallmark Cards stores.
History
Hallmark Movies Now was founded in 2007 as SpiritClips.{{cite web| url=http://siliconprairienews.com/2012/04/hallmark-cards-acquires-online-video-startup-spiritclips/| title=Hallmark Cards acquires online video startup SpiritClips| author=Michael Stacy| date=2 April 2012| publisher=Silicon News| access-date=25 October 2014| archive-date=25 October 2014| archive-url=https://web.archive.org/web/20141025215508/http://siliconprairienews.com/2012/04/hallmark-cards-acquires-online-video-startup-spiritclips/| url-status=live}} The company was started by Robert N. Fried, a film producer and studio executive who has produced movies such as Rudy and Hoosiers.{{cite web |author=Todd Spangler |date=8 September 2014 |title=Hallmark Cards' Family-Oriented SVOD Service SpiritClips Renamed 'Feeln' |url=https://variety.com/2014/digital/news/hallmark-cards-family-oriented-svod-service-spiritclips-renamed-feeln-1201301156/ |url-status=live |archive-url=https://web.archive.org/web/20141028031842/http://variety.com/2014/digital/news/hallmark-cards-family-oriented-svod-service-spiritclips-renamed-feeln-1201301156/ |archive-date=28 October 2014 |access-date=25 October 2014 |publisher=Variety}}{{cite web| url=http://latimesblogs.latimes.com/technology/2008/09/rob-fried-launc.html| title=SpiritClips hopes to inspire with Web videos| author=Alana Semuels| date=10 September 2008| work=Los Angeles Times| access-date=25 October 2014| archive-date=11 December 2014| archive-url=https://web.archive.org/web/20141211081626/http://latimesblogs.latimes.com/technology/2008/09/rob-fried-launc.html| url-status=live}} Fried created SpiritClips as a collection of family-friendly and inspirational films; some of its films were edited for content.{{cite web |author=Rick Broida |date=26 July 2013 |title=SpiritClips streams family-friendly movies to your phone or tablet |url=http://www.cnet.com/news/spiritclips-streams-family-friendly-movies-to-your-phone-or-tablet/ |url-status=live |archive-url=https://web.archive.org/web/20141025213133/http://www.cnet.com/news/spiritclips-streams-family-friendly-movies-to-your-phone-or-tablet/ |archive-date=25 October 2014 |access-date=25 October 2014 |publisher=CNet}} The service also allowed users to create personalized e-cards with provided photos and videos.{{Cite web |last=Constine |first=Josh |date=2012-03-30 |title=Hallmark Greets Digital, Acquires SpiritClips To Let You Send Photo/Video E-Cards |url=https://techcrunch.com/2012/03/30/hallmark-spiritclips/ |access-date=2024-08-23 |website=TechCrunch |language=en-US}}
In April 2012, SpiritClips was acquired by Hallmark Cards.{{cite web |date=9 April 2012 |title=Kansas City's Hallmark Acquires L.A. Startup Spirit Clips |url=http://seriousstartups.com/2012/04/09/kansas-citys-hallmark-acquires-l-a-startup-spirit-clips/ |url-status=live |archive-url=https://web.archive.org/web/20141025224355/http://seriousstartups.com/2012/04/09/kansas-citys-hallmark-acquires-l-a-startup-spirit-clips/ |archive-date=25 October 2014 |access-date=25 October 2014 |publisher=Serious StartUps}} SpiritClips already had an existing agreement with Hallmark for it to be the exclusive streaming home of the Hallmark Hall of Fame film franchise.{{cite web |author=Andrew Wallenstein |date=30 November 2012 |title=Hallmark enters movie streaming biz |url=https://variety.com/2012/digital/news/hallmark-enters-movie-streaming-biz-1118062942/ |url-status=live |archive-url=https://web.archive.org/web/20140909043326/http://variety.com/2012/digital/news/hallmark-enters-movie-streaming-biz-1118062942/ |archive-date=9 September 2014 |access-date=25 October 2014 |publisher=Variety}} Despite sharing common ownership, SpiritClips operated as an independent subsidiary, and remained separate from Hallmark's broadcasting division Crown Media—owner of Hallmark Channel. In November of that year, Crown tentatively announced plans for its own streaming service, Hallmark Instant Streaming, which would be dedicated to the library of original movies and series produced for Hallmark Channel and its sister networks.
In September 2014, SpiritClips was rebranded as Feeln (pronounced "feelin'"); Fried stated that the previous moniker gave the false impression that the service focused only on short-form content, rather than full-length feature films.{{cite web |author=Mike Snider |date=6 September 2014 |title=Cutting the Cord: Movies with Feeln |url=https://www.usatoday.com/story/tech/personal/2014/09/06/cutting-cord-feeln-streaming-service/15133339/ |url-status=live |archive-url=https://web.archive.org/web/20140924133703/http://www.usatoday.com/story/tech/personal/2014/09/06/cutting-cord-feeln-streaming-service/15133339/ |archive-date=24 September 2014 |access-date=25 October 2014 |publisher=USA Today}}
In July 2017, Crown Media announced that Feeln would be relaunched as Hallmark Movies Now in October 2017, with existing subscribers migrated to the service.{{cite news |last1=Umstead |first1=R. Thomas |title=TCA17: Crown Media to Launch Hallmark Drama Cable Network |url=https://www.multichannel.com/news/tca17-crown-media-launch-hallmark-drama-cable-network-414302 |access-date=January 27, 2020 |work=Multichannel |publisher=Future Publishing Limited |date=July 28, 2017 |language=en-us |archive-date=January 27, 2020 |archive-url=https://web.archive.org/web/20200127201353/https://www.multichannel.com/news/tca17-crown-media-launch-hallmark-drama-cable-network-414302 |url-status=live }}{{Cite web |date=2017-10-13 |title=Hallmark Launched an Amazing New Movie Streaming Service Just In Time for Christmas |url=https://www.countryliving.com/life/entertainment/news/a45240/hallmark-movies-now-streaming-service/ |access-date=2024-08-23 |website=Country Living |language=en-US}} In November 2017, the service became available on Amazon Prime Video Channels.{{cite web |last1=Lafayette |first1=Jon |title=Crown Launches Streaming Service Hallmark Movies Now on Amazon |url=https://www.nexttv.com/news/crown-launches-streaming-service-hallmark-movies-now-amazon-170151 |website=Multichannel News |access-date=September 19, 2020 |date=November 16, 2017 |archive-date=August 29, 2020 |archive-url=https://web.archive.org/web/20200829151750/https://www.nexttv.com/news/crown-launches-streaming-service-hallmark-movies-now-amazon-170151 |url-status=live }}
In July 2024, Hallmark announced that Hallmark Movies Now would be relaunched as Hallmark+ in September 2024.{{Cite web |last=Caruso |first=Nick |date=2024-07-11 |title=Hallmark Streaming Service Gets New Name, Price Hike |url=https://tvline.com/news/hallmark-plus-streaming-service-price-1235280817/ |access-date=2024-07-12 |website=TVLine |language=en-US}}{{Cite web |last=Longeretta |first=Emily |date=2024-07-11 |title=Hallmark+ Streaming Service to Launch in Fall, Will Include First Holiday Limited Series, Original Movies and More |url=https://variety.com/2024/tv/news/hallmark-plus-streaming-price-movies-1236066626/ |access-date=2024-07-12 |website=Variety |language=en-US}} The relaunched service would feature a larger slate of original programming, as well as various benefits tied to Hallmark's retail operations—including coupons for one free greeting card per-month, a $5 coupon per-month, additional Crown Rewards points, and annual gifts.{{Cite web |last=Adalian |first=Josef |date=2024-09-06 |title=Hallmark Finally Joins the Streaming Wars |url=https://www.vulture.com/article/hallmark-plus-streaming-service-launch.html |access-date=2024-09-24 |website=Vulture |language=en}} The service will co-exist with Hallmark's streaming agreement with NBCUniversal's Peacock.{{Cite web |last=Rice |first=Lynette |date=2024-07-11 |title=Hallmark Launching New Streaming Service in September |url=https://deadline.com/2024/07/hallmark-launching-new-streaming-service-september-1236007298/ |access-date=2024-07-12 |website=Deadline |language=en-US}}
Content
As Hallmark Movies Now, the service primarily focused on library content such as family-friendly films and past Hallmark Channel original movies, and did not focus as aggressively on original content in comparison to other streaming services as to protect Hallmark's linear cable networks. Crown Media CEO Bill Abbott stated that duplicating content between multiple services "hurts the ecosystem and drives consumers to SVOD".{{cite news |last=Malone |first=Michael |date=April 30, 2018 |title=Hallmark Expands Brand With New Offerings |url=https://www.broadcastingcable.com/news/hallmark-expands-brand-with-new-offerings |url-status=live |archive-url=https://web.archive.org/web/20200127201340/https://www.broadcastingcable.com/news/hallmark-expands-brand-with-new-offerings |archive-date=January 27, 2020 |access-date=January 27, 2020 |work=Broadcasting & Cable}} In August 2019, Hallmark Movies Now premiered its first original series, When Hope Calls—a spin-off of the Hallmark Channel series When Calls the Heart.{{cite news |last=Owen |first=Rob |date=February 10, 2019 |title=Tuned In: Hallmark plans spin-offs of 'Chesapeake Shores,' 'When Calls the Heart' |url=https://www.post-gazette.com/ae/tv-radio/2019/02/10/Tuned-In-Hallmark-plans-spin-offs-of-Chesapeake-Shores-When-Calls-the-Heart/stories/201902100181 |url-status=live |archive-url=https://web.archive.org/web/20200801110322/https://www.post-gazette.com/ae/tv-radio/2019/02/10/Tuned-In-Hallmark-plans-spin-offs-of-Chesapeake-Shores-When-Calls-the-Heart/stories/201902100181 |archive-date=August 1, 2020 |access-date=January 27, 2020 |work=Pittsburgh Post-Gazette}}
The service's content strategy changed with the relaunch as Hallmark+, with a larger slate of original movies, miniseries, and reality-style programs planned for the service—including the Christmas miniseries Holidazed, movie series Groomsmen, the Ashley Williams-hosted "romantic comedy" dating show Small Town Setup, the Luke Macfarlane-hosted home renovation series Home is Where the Heart Is, and reality talent search Finding Mr. Christmas.
The third season of The Way Home was originally scheduled to premiere exclusively on Hallmark+ in January 2025, with a linear television premiere on Hallmark Channel later in 2025. Following criticism by viewers, Hallmark Media scrapped the plan and announced that new episodes would instead premiere on Hallmark Channel, and become available the next day on Hallmark+.{{Cite web |last=Andreeva |first=Nellie |date=2024-12-14 |title='The Way Home' Season 3 To Debut On Hallmark Channel As Move To Hallmark+ Is Nixed After Backlash |url=https://deadline.com/2024/12/the-way-home-season-3-premiere-date-hallmark-channel-1236203711/ |access-date=2024-12-14 |website=Deadline |language=en-US}}
See also
Notes
{{notelist}}
References
{{reflist}}
{{Hallmark Cards}}
{{CATV USA}}
{{Authority control}}
Category:Video on demand services
Category:Internet properties established in 2007
Category:Android (operating system) software