The staying power of somber, twisted dramas in popular culture may be undeniable, but that doesn’t mean the culture has succumbed entirely to its dark side.
The record-breaking premiere of Dolly Parton’s biopic “Coat of Many Colors” suggests that feel-good TV still has the potential to warm the hearts of audiences everywhere.
NBC broadcast the made-for-TV original to kick off the holidays, telling the story of Parton’s life growing up in the South in a large, religious family. The movie in no way tried to scrub the faith component of her childhood. To the contrary, it highlighted it.
The entertainment world was stunned when the ode to family values garnered the attention of 13 million viewers the night of its premiere, the biggest audience NBC had experienced since the premiere of another feel-good, made-for-TV movie — the 2013 live remake of “The Sound of Music,” featuring Carrie Underwood.
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Undoubtedly, families must have been surprised to stumble across the “Coat of Many Colors” during the routine nightly ritual, which for many, means flipping from depressing news stories to even more depressing semi-pornographic or violent offerings.
If TV executives have been wondering whether audiences want more positive, uplifting content, the ratings from Parton’s special sent a strong message. Wholesome viewing experiences will always have a place in American culture.
Hollywood would do well to heed the lesson. Yes, audiences are sophisticated in their tastes today. The classic entertainment diet consists of dark and depressing dramas like “Mad Men,” “Breaking Bad,” and “Orange is the New Black,” as well as seriously salacious choices like “Girls” and “Scandal.” There’s no question Americans like to indulge their sinister side.
Indeed, dark dramas are among the most decorated in our society.
The 2015 Oscar winners and nominees included stories about schizophrenia and suicide (“Birdman”); a soldier with a deadly mission (“American Sniper”); a tortuous obsession (“Whiplash”); and a psychopathic murderer (“Gone Girl”). The Emmy winners for television included dark and violent offerings like “Game of Thrones,” “House of Cards,” and “Homeland.”
With the exception of pure comedy offerings, most dramas today feature a mix of graphic violence, salacious sex, complicated criminal plots, and terrifying psychological twists.
Winning acclaim and winning over hearts is not one and the same. Audiences have a special place reserved for the feel-good sap peddled by channels still willing to extol virtues in society.
Hallmark’s prime-time audience has grown by 3 percent, and its Movies & Mysteries category by a whopping 33 percent, especially among the coveted younger audiences that prove more responsive to advertising. Other major television networks like Time Warner’s TNT and 21st Century Fox’s FX are experiencing viewer declines in the double digits.
Why? Hallmark offers audiences clean and uplifting choices that don’t shy away from traditional mores. This stands in a stark contrast to companies like Netflix, whose recent additions to the lineup include a tale about the drug cartel (“Narcos”) and a documentary about a serial killer (“The Making of a Murderer”).
Meanwhile, a quick foray over to the Hallmark Channel’s website reveals titles like “Love in Paradise,” “Love’s Complicated,” and “When Calls the Heart.” Love, love, and more love. Cheesy? For sure. Gratuitous violence and sex? Thankfully not.
The CEO of Crown Media Holdings, which owns the Hallmark Channel, recently commented to The Wall Street Journal: “I do think there is a certain part of our audience that is fed up with what they see in other places. We’ve become a default for them.”
To be sure, the rise of the feel-good flick suggests that our society is desperate for a healthy dose of wholesome drama in the mix.
Much of modern television and movies represents a magnifying glass on the most deplorable aspects of our culture, dragging us deeper into the muck. The storylines are sold through stunning cinematography and stellar acting, but even the sharpest technical productions have a limit if they’re trying to reach the human heart.
Shows like Parton’s biopic and channels like Hallmark are illustrating the power of positive, hopeful themes. Movies and shows don’t have to be visually stunning with delectable anti-heroes in tow to be commercially successful.
Emphasizing wholesome virtues isn’t only valuable; it’s a welcome respite in dark times.
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