Bryn Donovan is an author, book editor, and optimist with a background as an executive editor in publishing. Her most recent book is a magical romcom novel, Her Knight at the Museum, from Berkley. She and her husband run Lucky Author, a book editing business. She earned an MFA in Creative Writing at the University of Arizona (but insists you don’t need an MFA to be a good writer). Donovan is the author of ten children’s books, an inspirational gift book, and a G-rated contemporary romance for Hallmark, she was also the creative producer of two Hallmark movies. She’s published steamy romances as well as nonfiction books for writers, including Master Lists for Writers and 5,000 Writing Prompts.
Several years ago, I got an unusual opportunity to develop a story for the Hallmark Channel. A script writer transformed my detailed ten-page synopsis into a script, and Christmas in Evergreen became a four-movie franchise.
I then started working at Hallmark Channel, where I wrote a story treatment for another Hallmark movie and successfully pitched a few other people’s books for movie adaptations. After I parted ways with the company to run a freelance book editing business and focus on my author career, my romcom novel Her Knight at the Museum was optioned for another Hallmark movie, tentatively slated for fall 2025.
Here’s what I learned about what makes a story quintessentially Hallmark, and about how to pitch a project.
What Gives a Story a Hallmark Vibe?
People often assume there’s a checklist of story components for a Hallmark movie, such as a small town setting or a career-obsessed heroine. The truth is a little more nuanced. After all, my book Her Knight at the Museum, which takes place in Chicago, ticks none of the expected boxes—plus, it’s spicy. (If you want to know about the dream scene or the sofa scene, you’ll have to get the book.)
So what are the real secret ingredients?
Setting
Celebrating the changing seasons is integral to Hallmark movies. They’re even organized by season: Winterfest, Loveuary, and so on, culminating with their juggernaut, Countdown to Christmas.
If it’s a fall movie, don’t be surprised if the characters are making caramel apples or picking out the perfect pumpkin at the local patch. Christmas movies rarely take place in warm-weather locations; they’re more likely to evoke the feeling of living in a snow globe. Naturally, creating this seasonal feel means a lot of key scenes happen outdoors.
Like many writers, I used to overlook the power of a great setting, but Hallmark producers never do. An attractive setting or backdrop—whether it’s a historic mansion, a beach, or a European city—will often catch their interest. If you have a story idea that takes place mostly in a bland or unpleasant setting, such as an office, a hospital, or a warehouse, it’s not likely to get greenlit.
In my book Her Knight at the Museum, key scenes take place at the beautiful Chicago Riverwalk, at a baseball game, and at a rooftop restaurant overlooking the impressive skyline and “the Bean” sculpture. This was one thing the producer told me she appreciated about the story.
Sweetness
Hallmark movies are very G-rated, but that alone doesn’t account for their sweetness. The humor may come from awkward or absurd situations or mistaken identities, but it’s rarely from sarcastic quips or from characters who exist to be mocked. With my own book, almost all the humor comes from a medieval knight being a classic “fish out of water” in a modern city.
The stakes in a Hallmark movie are often things we would find stressful in real life, such as figuring out what to do next after being fired, or planning a community event that isn’t a complete flop. However, the stakes are never life or death.
There are very few true villains in Hallmark movies. You’re more likely to run into antagonists who have a change of heart by the end. In the current media landscape of morally gray characters and bittersweet, grim, and open-ended conclusions, Hallmark movies are countercultural, insisting on kindness, moral clarity, and happy endings.
How Do You Pitch a Story to Producers—Or to Anyone?
After a couple of crash-and-burn pitch meetings, I settled on a formula for pitching. I’m sure there are other good ways to do it, and this is just what worked for me!
Logline
In one or two sentences, what is the story about? (On my own blog, I’ve compiled a list of 100 loglines for movies and books, if you’d like to see examples!)
Characters
Who are the main characters, and what are their arcs? In other words, what do they learn, or how do they grow, over the course of the story? For instance, I might say, “Lauren is a shy teacher who learns to stand up for herself,” or “Travis is a widowed rancher who learns that true love can happen more than once in a lifetime”.
Describing characters like this can feel reductive—because it is—and even cheesy, but it gets the story across quickly. If you struggle with a logline or can’t define a character’s arc, that sometimes means your story needs more work.
After talking through the logline and the character arcs, I would usually hit on a few key plot points, unless the producers already had questions.
Other Notes on Pitch Meetings
Be prepared to make some small talk at the beginning—and be equally prepared to launch right into it, if someone is pressed for time.
If you’re challenged on an issue, don’t freeze up or get defensive. Listen carefully to make sure you understand the objection, asking a question or two if needed. Stay in a collaborative mindset, and you might be able to suggest a tweak to the story that resolves the issue.
Developing stories for Hallmark movies was such an educational experience for me as a writer. I hope you can learn from my experience, too…and I hope your writing projects lead you to your own Hallmark-movie-esque happy ending!
Her Knight at the Museum by Bryn Donovan
When Emily Porter, a newly divorced conservator at the Art Institute of Chicago, kisses a statue she’s been charged with restoring and a centuries-old knight springs to life, the unexpected ensues. Not only is she falling for this formerly-cursed gentleman, she’s also being accused of stealing the missing statue. As they enjoy the hijinks of him stepping into the modern world, Emily’s heart begins to heal.
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