‘We're going to make a lot of noise in this market around this movie, and this incredible fan base and this beautiful community’

Behind the Screens with Joshua Maloni

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As the Buffalo Bills were making a run for a Super Bowl championship late last season, another team was in town looking to claim a television title.

Unbeknownst to the people of Western New York, a Hallmark Media team visited Orchard Park during the holidays to see if the “City of Good Neighbors” was a candidate for “Countdown to Christmas” 2025.

“You can know about the Bills, but unless you're really a fan, the meaning that this team is to everybody – you don't know it until you see it firsthand,” actor and script writer Vanessa Marano said after a press conference Thursday at Highmark Stadium. “We got to see it firsthand. We were very lucky that we got to – while we were developing the script (for a holiday movie) – come out here Christmas of last year, see the last game before Christmas, and really kind of get a sense of Buffalo.

“The community didn't even know we were doing this project at this point. And everyone was just so lovely and kind, and it really, really made all the difference.”

In March, Hallmark announced “Holiday Touchdown: A Bills Love Story,” a partnership between the network, the National Football League, Skydance Sports and the Buffalo Bills.

Production began this week.

“We're very, very excited to be here,” said Samantha DiPippo, senior vice president of programming for Hallmark Media.

Film Producer Andrew Gernhard said, “I’m originally from Connecticut. My production company is in Connecticut. We do a lot of movies in Connecticut and around the world. But Buffalo, with the new (movie-making) incentives – the great film office with Tim Clark and Rich Wall – they kind of lured us up here. We did our first test movie, ‘Newport Christmas,’ which was shot in Buffalo, and also in Newport a little bit. And that was what led us to this Buffalo Bills movie.”

“Countdown to Christmas” has been the No. 1 holiday movie brand for more than a decade.

Hallmark is confident that trend will continue this year with a slate that includes “Holiday Touchdown: A Bills Love Story.”

“Holiday Touchdown: A Bills Love Story” Producer Andrew Gernhard and Hallmark Media Senior Vice President of Programming Samantha DiPippo speak to the media at a press conference Thursday at Highmark Stadium.

Hallmark Media Chief Communications Officer Annie Howell promised “Holiday Touchdown: A Bills Love Story” would make a big splash in the Buffalo market.

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“This is something that we've been doing that's near and dear to our heart, because that is who Hallmark is at the core: We're a brand that is about putting joy and putting positivity, hope and love into the world, and in turn, we get that back – and we’re really bringing that hugely here in the Buffalo area,” Hallmark Media Chief Communications Officer Annie Howell said. “We're so excited to be here and getting going on this movie – and you're going to see a lot of us, because we're going to make a lot of noise in this market around this movie, and this incredible fan base and this beautiful community.”

Dion Dawkins said he is a big fan of Hallmark movies.

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Hollywood discovering what Buffalonians already know

This region has seen more mainstream movie production over the past two years.

Hallmark’s “Falling in Love in Niagara” was filmed in Niagara Falls, Ontario, in October 2023. Though it was set north of the border, it featured many shots of Niagara Falls, New York.

This spring, “Saved By The Bell” and “Access Hollywood” star Mario Lopez was in Western New York working on “A Christmas Spark,” a feature for Great American Family.

On Tuesday, the NFL announced, “Hard Knocks: Training Camp with the Buffalo Bills,” a series debuting Tuesday, Aug. 5 (9 p.m.), on HBO, with new episodes of the five-part project premiering weekly through Sept. 2.

The Buffalo Bills players and alumni appearing in “Holiday Touchdown: A Bills Love Story” said Hollywood is learning what Buffalonians already know: This is a special community – and one with a distinctive fanbase.

Long snapper Reid Ferguson said, “When you think of a Hallmark movie, you think of the great fans. It's such a loving community of movie fanatics. And when you bring that to a city like Buffalo, a ‘City of Good Neighbors,’ it's kind of like a perfect match.

“And I was just told … that around 80% of the people working on the movie are from Buffalo. So, I think that just kind of adds to it, having that hometown feel. And they came here to Buffalo, right? They're not out filming elsewhere. They're here, filming in the last season in Highmark Stadium.”

He added, “I think it's just a cool opportunity to showcase what we're all about. The culture we got here – we got a great locker room, great group of guys, great coaches, really just an overall great organization. I think that's been reflected on the field, off the field, in the media, over the past handful of seasons, since coach (Sean) McDermott and (GM) Brandon Beane have been in charge.”

Offensive tackle Dion Dawkins said, “Everybody's excited that Hallmark is here, and we're thankful that they even want us to do something like this.”

He said Buffalo, “It's not really a secret anymore. … The hidden gem is here. I even think that films will be the same way.”

Hall of Fame quarterback Jim Kelly said production companies see, “That we are one big family. We are. That's why I've been here since 1986. People always ask me why I still live here. I said, No. 1, of course, is the people – they're awesome. I have so many friends. I'm very blessed. Of course, my wife's from here, and my son is laid to rest here also.

“But the Bills – my kids are such Bills freaks; I couldn't even think about moving anywhere else, because they would not let daddy do that.

“I love it. The people are No. 1.”

Gernhard said, “We've done a lot of films in various places – Mystic, Connecticut; Iceland – and we try and keep our stories broad enough and have this Christmas feeling so it touches everybody. But then bring the authenticity of the film, the location, the people, and not try and fake it in any way.

“I've been here now since March, so I know every restaurant, a lot of people around here. The crew has been great. The people have been great. All working together. We're able to say, ‘Oh, this is what food is at this restaurant.’ You know what people say, what people enjoy here. And this is a very authentic movie, and I think it'll be portrayed well in this movie.”

DiPippo explained that, when the Hallmark team arrived in December, “We spent the entire weekend in Buffalo. We talked to everybody. They talked to everyone at the tailgate. We went to the game. We had the best time. And I think we really were trying to understand what is so special and unique about Bills Mafia, about this team, and about the city.

“And I think we really nailed it. They really nailed it. And I think if you are from Buffalo, this movie is for you; and if you're a Bills fan, this movie is definitely for you. But if you love Hallmark Channel and you love Christmas movies, we're just hitting it on all cylinders.”

“Holiday Touchdown: A Bills Love Story” will debut sometime between Thanksgiving and Christmas on the Hallmark Channel, as part of the “Countdown to Christmas.” The film stars Holland Roden, Matthew Daddario, Tracy Pollan, Caroline Aaron, Patti Murin, Steve Schirripa and Joe Pantoliano.

See also >> Hollywood comes to Buffalo, as Hallmark brings 'Countdown to Christmas' to town with 'Holiday Touchdown: A Bills Love Story'

See also >> Hallmark Media, NFL, Skydance Sports & Buffalo Bills announce starting lineup for 'Holiday Touchdown: A Bills Love Story'