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Hallmark TV Shows Christmas In July

  • This image released by Crown Media shows a scene from the Christmas TV movie "Let it Snow," one of the films to air on Hallmark TV channels for a week, beginning on Independence Day.  The stunt on the Hallmark and Hallmark Movie channels  continues into the early morning hours of July 15. Mostly, it will be repeats of the holiday movies that Hallmark traditionally airs during the last two months of the year. (AP Photo/Crown Media)

    This image released by Crown Media shows a scene from the Christmas TV movie "Let it Snow," one of the films to air on Hallmark TV channels for a week, beginning on Independence Day. The stunt on the Hallmark and Hallmark Movie channels continues into the early morning hours of July 15. Mostly, it will be repeats of the holiday movies that Hallmark traditionally airs during the last two months of the year. (AP Photo/Crown Media)

  • This image released by Crown Media shows a scene from the Christmas TV movie "Let it Snow," one of the films to air on Hallmark TV channels for a week, beginning on Independence Day.  The stunt on the Hallmark and Hallmark Movie channels  continues into the early morning hours of July 15. Mostly, it will be repeats of the holiday movies that Hallmark traditionally airs during the last two months of the year. (AP Photo/Crown Media)

    This image released by Crown Media shows a scene from the Christmas TV movie "Let it Snow," one of the films to air on Hallmark TV channels for a week, beginning on Independence Day. The stunt on the Hallmark and Hallmark Movie channels continues into the early morning hours of July 15. Mostly, it will be repeats of the holiday movies that Hallmark traditionally airs during the last two months of the year. (AP Photo/Crown Media)

  • This image released by Crown Media shows a scene from the Christmas TV movie "Let it Snow," one of the films to air on Hallmark TV channels for a week, beginning on Independence Day.  The stunt on the Hallmark and Hallmark Movie channels  continues into the early morning hours of July 15. Mostly, it will be repeats of the holiday movies that Hallmark traditionally airs during the last two months of the year. (AP Photo/Crown Media)
  • This image released by Crown Media shows a scene from the Christmas TV movie "Let it Snow," one of the films to air on Hallmark TV channels for a week, beginning on Independence Day.  The stunt on the Hallmark and Hallmark Movie channels  continues into the early morning hours of July 15. Mostly, it will be repeats of the holiday movies that Hallmark traditionally airs during the last two months of the year. (AP Photo/Crown Media)

New York — The Hallmark TV channels started a week’s worth of holiday programming on the Fourth of July — but think ornaments and egg nog instead of fireworks and hot dogs.

The stunt on the Hallmark and Hallmark Movie channels continues into the early morning hours of July 15. Mostly, it will be repeats of the holiday movies that Hallmark typically airs during the last two months of the year.

“This is a little bit of escapism,” said Bill Abbott, president and CEO of the Crown Media Family Networks, “and that’s what television is for.”

Hallmark’s “Christmas in July” began two years ago as a single weekend intended as corporate synergy. The programming aired to draw attention to the annual debut of new holiday ornaments by Hallmark Cards, yet unexpectedly struck a chord with viewers. The weekend averaged 747,000 viewers, or 55 percent above more season-appropriate fare that aired the same weekend the year before, the Nielsen company said.

Viewership ticked up slightly in 2013 when Hallmark expanded its offerings, and this year the network went all-in. In addition to the movies, Hallmark’s daytime show Home & Family will offer holiday tips, like saving up for shopping or storing decorations.

“You’re always concerned with how viewers will react to this kind of stunt,” Abbott said. “The passion that they reacted with was a surprise, on social media particularly.”