Hallmark is revamping its streaming service and integrating retail and product benefits into the price of a subscription, with the goal of creating an “unparalleled Hallmark lifestyle experience.”
In mid-September the current streaming service Hallmark Movies Now will become Hallmark+, with the subscription cost increasing from $5.99 per month or $59.99 per year to $7.99 per month or $79.99 per year. For that extra money, subscribers will get new benefits, including monthly $5 Hallmark Gold Crown Store coupons, free unlimited e-cards, rewards for shopping and surprise gifts.
The service will still include ad-free streaming of Hallmark content along with the debut of some new formats and genres, including the network’s first foray into holiday limited series, unscripted series and new, exclusive movie and TV series.
“Hallmark+ marks a seminal moment for Hallmark,” said Mike Perry, President and CEO of Hallmark in a statement. “By intertwining new, rich content experiences with tangible rewards and premium Hallmark gifts, we are delivering a unique new program that reflects our commitment to spreading joy through our deeply beloved brand touch points.”
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Hallmark joins a growing roster of content providers linking their subscription services to retail and other benefits. The Amazon Prime Video offering was perhaps the first such combination, but others have since followed suit; for example, Paramount+ is now included in the Walmart+ membership package.
