Broadening its streaming efforts -- and in keeping with modern premium streamers’ industry branding -- Hallmark Media is re-naming and expanding its Hallmark Movies Now streaming service to Hallmark+.

In addition to its key movie content, Hallmark says the new service will also include TV series and new types of original content.

New to the service will be Hallmark’s first-ever effort into a holiday limited TV series, “Holidazed” and “Mistletoe Murders” and a reality competition TV series, “Finding Mr. Christmas.” It will also include an all-new movie trilogy, “Groomsmen.”

The company calls this streaming content expansion a more “comprehensive streaming service that seamlessly integrates ad-free viewing with exclusive retail and product benefits.”

In terms of engagement/business outcome results, Hallmark will use this new platform to pull in new streaming consumers by allowing platform members to be rewarded for streaming and shopping at Hallmark Gold Crown Stores or online at Hallmark.com.

The new package will be priced at $7.99 per month or $79.99 per year.

Hallmark+ will launch in mid-September. Hallmark Movies Now, which currently has a starting price of $5.99/month or $59.99 per year, started up in 2007 and has an estimated 1.5 million subscribers.

Hallmark Media operates three cable networks -- Hallmark Channel, Hallmark Mystery and Hallmark Family -- as well as Hallmark Movies Now, a subscription video on-demand streaming service.

Hallmark Channel/Hallmark Mystery cable took in a collective $752.4 million in national advertising revenues, over the last 12 months (from July 2023 to July 2024), according to estimates from EDO Ad EnGage.