Get all your news in one place.
100's of premium titles.
One app.
Start reading
The Guardian - UK
The Guardian - UK
Entertainment
Laura Barton

‘It just feels warm and fuzzy’: how Hallmark built an empire of unashamedly schmaltzy rom-coms

Hallmark
A certain romance … love is always on the air in Hallmark’s output. Illustration: Lisa Sheehan/The Guardian

Avon, Connecticut, lies toward the north of the US state, a small town of perfect contour and construction, where even on a bare-branched midwinter afternoon, the light falls pleasingly across East Main Street. The population is largely white and affluent, and alongside the Walmart and the Whole Foods, there is a congregational church and a country store that, in the autumn months, offers hayrides to a nearby pumpkin patch.

When Julie Sherman Wolfe moved to Avon from Los Angeles five years ago, it was a relocation she came to regard as a self-fulfilling prophecy. Sherman Wolfe is the screenwriter behind 22 Hallmark movies, from The Convenient Groom, via Right in Front of Me and Always Amore – films that were often set in precisely the kind of quaint New England town to which she and her family had moved. The draw for Sherman Wolfe echoed the on-screen appeal for viewers. “I think the more unsafe the world seems, the safer a small town seems,” she says. “It’s the idea that less bad stuff is going to happen to you in Avon than it is in Brooklyn. It’s a nostalgia thing, where it just feels warm and fuzzy.”

Sign up to read this article
Read news from 100's of titles, curated specifically for you.
Already a member? Sign in here
Related Stories
Top stories on inkl right now
One subscription that gives you access to news from hundreds of sites
Already a member? Sign in here
Our Picks
Fourteen days free
Download the app
One app. One membership.
100+ trusted global sources.