It was relaunched again in September 2024 as Hallmark+, introducing a new slate of original series, as well as loyalty benefits for Hallmark Cards stores.
[7] In September 2014, SpiritClips was rebranded as Feeln (pronounced "feelin'"); Fried stated that the previous moniker gave the false impression that the service focused only on short-form content, rather than full-length feature films.
[2][8] In July 2017, Crown Media announced that Feeln would be relaunched as Hallmark Movies Now in October 2017, with existing subscribers migrated to the service.
[14] Crown Media CEO Bill Abbott stated that duplicating content between multiple services "hurts the ecosystem and drives consumers to SVOD".
[17] The service's content strategy changed with the relaunch as Hallmark+, with a larger slate of original movies, miniseries, and reality-style programs planned for the service—including the Christmas miniseries Holidazed, movie series Groomsmen, the Ashley Williams-hosted "romantic comedy" dating show Small Town Setup, the Luke Macfarlane-hosted home renovation series Home is Where the Heart Is, and reality talent search Finding Mr.