Lori Loughlin Is the Hallmark Channel's Best-Loved Actor, So What Happens Now?
LatestOn Tuesday, after it was reported that actor Lori Loughlin was indicted on federal mail fraud charges stemming from $500,000 worth of bribes she and husband Mossimo Giannulli paid to ensure their daughters’ admission to the University of Southern California, #AuntBecky trended on Twitter.
The reference was, of course, to Loughlin’s role in the sitcom Full House and its Netflix reboot, Fuller House. Though Aunt Becky is likely Loughlin’s most iconic (or at least enduring) television role, since 2013, she has established herself as the face of the Hallmark Channel, appealing to the network’s core demographic of older women and, increasingly, 18- to 49-year-old women viewers as well. Loughlin, who stars on the Hallmark Channel series When Calls the Heart, as well as the recurring TV movies Garage Sale Mysteries, embodies the network’s feel-good brand, exuding the warm charm, accessibility, and homey comfort that has made the Hallmark Channel a major ratings player. (A recent report noted that the network outperformed other major cable networks, including ESPN and Nickelodeon.)
Loughlin has managed to corner every environment of Hallmark’s ecosystem, starring in many of the network’s Christmas movies, a feel-good faith and family period drama, as well as the kind of cozy mysteries that have come to define Hallmark’s sister network, Movies and Mysteries. She’s fully embraced Hallmark’s idiosyncratic iteration of fame, an actress who is recognizable without being intimidatingly famous, who vaguely conjures up the nostalgia that the fuels the company. In her varying roles, she’s ready with a smile under soft light; she’s the kind of woman viewers eagerly welcome as a friend or extended family member. Whether or not Loughlin’s relationship with Hallmark will survive her arrest remains to be seen. Crown Media, which owns Hallmark and Movies and Mysteries, prides itself on being a nostalgia bubble, ostensibly free of politics and scandal. In 2017, Crown executive Bill Abbott told the Washington Post that the networks were a haven from an “undeniable contentious” environment, referring to the 2016 election. “We are a place you can go and feel good,” he added.
A spokesperson for the network had no further statement for Jezebel on Loughlin’s future with Crown Media beyond, “We are aware of the situation and monitoring developments as they arise. Thank you.”
Loughlin’s most visible work (outside Hallmark’s core audience) is undoubtedly her starring role in the annual “Countdown to Christmas” lineup, which now exerts an incredible hold over popular culture in November and December thanks to sheer commitment to the bit. Loughlin is one of a stable of actresses vaguely recognizable from something current moms may have watched in their youth, including Lacey Chabert (Mean Girls), Danica McKellar (The Wonder Years), Alison Sweeney (Days of Our Lives), and Candace Cameron Bure (Full House).
Loughlin’s contribution to the genre this year was Homegrown Christmas:
After stepping down as CEO of her dream job, Maddie (Loughlin) heads home for the holidays to gain perspective. She finds herself running into her old high school sweetheart Carter (Webster), and tensions quickly arise. When forced to put together a Christmas dance for the local high school, Carter and Maddie find themselves putting their differences aside and just might rediscover what made them fall in love all those years ago.
She also features heavily in the company’s catalog of movies from previous years, hence a prominent place on the channel in the weeks during the holiday season.
When she’s not making Christmas movies, Loughlin also stars on one of Hallmark’s first original series, When Calls the Heart. The series, lightly based on a series of Christian novels written by the network’s favorite Christian novelist, Janette Oke, is the familiar stuff of Hallmark: a family-friendly drama set in a small town that follows the life of schoolteacher Elizabeth Thatcher and her wise and strong older friend, Abigail Staunton (Loughlin). The arc and characters are familiar to anyone who has ever watched a single moment of any of Hallmark’s original programming, reinforcing the nostalgia for small-town values, of family and friends who come together and support one another, and who vaguely value Christian faith. Unlike the network’s Christmas movies, When Calls the Heart is a period drama set in the Canadian West. Yes, there’s a Mountie.
Loughlin’s character is central to the show but, perhaps more importantly, Loughlin herself is central to the small group of the show’s superfans known as Hearties. When Calls the Heart isn’t just a television show for Hearties, but a community of support. Using the hashtag #Hearties on both Instagram and Twitter, Hearties share memes proclaiming their devotion to the show but they also share Bible verses, Christian devotionals, and challenges both big and small, from spiritual failings to body positivity and parenting. In addition to their online presences, Hearties host watching parties (HeartiesParties), as well as an annual “family reunion” that’s effectively Comic Con for Hearties, complete with costumes.