By Dr Veselina Stoyanova, Associate Professor in Strategy and International Business
Birmingham Business School, University of Birmingham
It is that time of year again—when we curl up with a warm blanket and cup of hot chocolate in hand in front of a feel-good Christmas film. Let’s be honest, the holiday season wouldn’t really feel complete without the familiar scenes of snow-covered towns, heartwarming reunions, and redemptive holiday miracles. These classic elements have become staples of our festive film-watching tradition, adding to the cozy, nostalgic magic that defines Christmas cinema. From Hallmark-style romances to tales of saving Christmas, these films light up our screens every December. Hollywood’s Christmas movies—whether the traditional blockbusters or Netflix’s low-budget holiday romances—tap into a universal longing for comfort, joy, and nostalgia.
In fact, in 2024, we have more than 110 new festive films being released across multiple platforms, with Hallmark, Lifetime, Disney +, OWN, Netflix, BET+, among others, all making sure the screens stay merry and bright this holiday season. The answer lies in the “industry recipe” that has shaped the festive film genre into a beloved tradition. Just as romantic comedies follow a similar structure of meet-cutes, misunderstandings, and happy endings, Christmas films have developed a dependable formula that resonates with viewers year after year.
The industry recipe of Christmas films
The concept of the “industry recipe” highlights how businesses use established frameworks and practices to mitigate uncertainty and achieve success. In the context of Christmas films, this means leveraging familiar themes, characters, and story arcs that resonate universally. Archetypes like the selfless hero or the grumpy Scrooge appeal to common values of generosity and connection.
Christmas films have a recipe that consistently resonates with audiences, built around three key ingredients. First, nostalgic settings. Nostalgic settings are at the heart of every great Christmas film. Snow-covered towns, twinkling lights, and cozy homes create a magical backdrop that immediately draws us in. But why do these picturesque landscapes resonate so deeply with us? Is it the familiarity, the warmth, or the way they remind us of our own holiday memories? This backdrop sets the stage for stories filled with cheer, allowing us, the viewers to escape into a world that feels both comforting and timeless.
Second, the conflicts are predictably relatable and emotionally satisfying. Whether the story revolves around saving a Christmas parade, rekindling family bonds, or discovering love under the mistletoe, these challenges are simple yet universally engaging.
Finally, the third ingredient in the recipe for Christmas movie magic is heartwarming resolutions. These endings ensure that viewers are left with a sense of joy and comfort. No matter the obstacle, everything eventually falls into place, providing the satisfying resolution that viewers appreciate during the holiday season. Would it even feel like Christmas without that feel-good finale?
By adhering to this recipe, filmmakers reduce risks and meet audience expectations. Much like traditional holiday meals, these films are reliable and comforting, creating a sense of ritual for us the viewer.
A dash of innovation: How new Christmas films evolve the classic industry recipe
Just as a classic recipe can be spiced up with unexpected ingredients, Christmas films have room for creative variation. The emergence of alternative Christmas movies like Red One or Silent Night suggests that audiences might be hungry for something new while still craving the comforting flavours of the holiday spirit.
These films bring a varying degree of innovation to the tried-and-true formula, offering a mix of the familiar and the unexpected. However, the mixed reviews—particularly for Red One—suggest that some of these creative choices may not have fully resonated with audiences. For example, Red One, starring Dwayne Johnson and Chris Evans, combines an action-packed, supernatural storyline with Christmas themes. While this approach adds fresh energy to the festive genre, it may have diverged slightly from audience expectations, contributing to its mixed reception. Similarly, Silent Night takes a darker, more reflective approach, using Christmas as a backdrop for intense storytelling. Although creative, this departure from conventional holiday themes might have limited its wider appeal.
These innovations, however, do not completely abandon the “industry recipe.” Instead, they introduce fresh ideas that allow the genre to evolve while staying grounded in familiar traditions. This suggests that audiences are open to new directions, but achieving success often relies on balancing novelty with familiarity to ensure broader appeal.
Can filmmakers innovate within the industry recipe without losing the Christmas magic?
Christmas films thrive because they master the balance between tradition and novelty. Streaming platforms like Netflix are leading the way, offering both classic holiday stories and fresh, experimental takes, appealing to a broad spectrum of viewers, from those who enjoy classic romances to those looking for something entirely new.
By innovating within the established “industry recipe,” filmmakers can introduce new elements that may attract a wider audience while maintaining the comfort and warmth viewers expect from Christmas films. However, as the examples above show, success depends on finding the right balance. Introducing fresh ideas while keeping the familiar elements of the genre intact can appeal to a broader audience.
As viewers, we have come to expect heartwarming moments and familiar holiday magic, but as production studios push creative boundaries, we may soon find ourselves asking: what will the next generation of Christmas films feel like? Will they stay true to the nostalgia we love, or will they push the genre into unexpected territories? The challenge lies in innovating without losing the core of what makes a Christmas film “feel” like Christmas. As filmmakers experiment, how far will they go without losing the magic? Will they succeed in maintaining the emotional warmth we love, while also captivating us with new twists and genres?
The evolution of the Christmas film tradition is one we will be watching closely. Until next Christmas, we can only speculate about what is to come. But for now, let’s enjoy the films we know and love—and who knows, maybe a few new surprises will emerge along the way.
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The views and opinions expressed in this article are those of the author and do not necessarily reflect the official policy or position of the University of Birmingham.