When Hallmark announced their new movie line-up for 2020 they once again were chastised by LGBTQ advocates for not having any LGBTQ stories, characters or plotlines in their productions. Hallmark had previously aired a same-sex wedding in a commercial in December 2019 which resulted in a protest of the channel by a conservative group called One Million Moms.
Hallmark yanked the commercial, then reinstated it after a few days of getting scorched on social media.
After dismissing and replacing their CEO, Hallmark has just announced they will develop LGBTQ movies to include in their Christmas content.
One Million Moms is on offense again. One Million Moms posted a petition stating that “so many people feel betrayed by Hallmark over these past seven months,” claiming that families can’t watch “without being bombarded by politically correct commercials and the LGBTQ agenda.” The post goes to cite a verse from the Bible and list what One Million Moms will be boycotting in reaction to Hallmark exploring LGBTQ storylines, characters, and actors: Hallmark Channel, Hallmark wrapping paper, greeting cards, and Christmas ornaments.
For now, Hallmark appears to be holding their ground. One executive released a statement say, “Diversity and inclusion is a top priority for us and we look forward to making some exciting programming announcements in the coming months, including announcements about projects featuring LGBTQ storylines, characters, and actors. We are committed to creating a Hallmark experience where everyone feels welcome.”
Obviously, One Million Moms (or less or more, depending on who you ask) do not feel included. According to the One Million Moms website, the organization began to “give moms an impact with the decision-makers and let them know we are upset with the messages they are sending our children and the values (or lack of them) they are pushing.”
It will be interesting to see how Hallmark intended to deal with this situation. They are bound to be bullied by either side.
Hallmark as a lock on Christmas television, with their endless productions of schmaltzy Christmas movies earning them hundreds of millions of dollars a year. So a lot is at stake with this situation.