Halloween is still more than a week away, but it’s already beginning to look at lot like Christmas on Lifetime.
After returning to the holiday space last year with its six-week It’s a Wonderful Lifetime event, the network is going all in on Christmas in 2019. Starting on Friday, Lifetime will air Christmas and holiday-themed movies—30 original premieres (up from 18 last year) and more than 70 library titles—round-the-clock until Dec. 25.
In doing so, the network will be going toe-to-toe with the cable Christmas movie king, Hallmark Channel, which also kicks off its annual Countdown to Christmas 24/7 marathon on Friday.
After Friday’s debut of Sweet Mountain Christmas, starring Megan Hilty and Marcus Rosner, Lifetime will premiere a holiday movie every Saturday and Sunday night.