How Hallmark Channel Christmas Movies Unexpectedly Became a Coveted Rite of Passage

It's not Christmastime until Hallmark says it is.

And the holiday-owning network has officially dubbed it the season, with its 10th Annual Countdown to Christmas officially kicking off this weekend. For the milestone event, 2019's slate is jampacked with 40 new movies across three channels ready for Hallmark lovers to watch every Saturday and Sunday through New Year's Eve.

E! News exclusively announced the line-up for the annual and highly anticipated programming event, which boasts the most star-studded ensembles of leading women and men yet, with a slew of big names making their debut in Hallmark Christmas movies, joining the beloved fan-favorites who've seen surprising success thanks to their relationship with the network. And other stars (and networks) are taking notice, not that Hallmark is all that concerned.

"We own Christmas and we are going to do it in a bigger way and a better way and really speak to the spirit of the season that I don't think any of our competitors do," Michelle Vicary, Hallmark Channel's executive vice president of programming, once told E! News.

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