Hallmark enters blockbuster arena with Courage Under Fire

Hallmark Channel US has acquired the rights to the movie Courage Under Fire.

The Gulf War drama,starring Academy Award winner Denzel Washington and Meg Ryan, marks a shift in channel programming, which has so far been targeted either towards children or the entire family. Courage Under Fire deals with moral issues where nothing is black or white and is thus targeted at the thinking, serious viewer.

Hallmark was attracted by the film due to its effective storyline that makes the film stand out, a release states. How effective the film is in garnering ratings in India for the channel remains to be seen. The film has already been shown several times on Star Movies. Besides this, Star Movies and HBO are at each other's throats in a bid to garner audience share for the Academy Awards, leaving Hallmark with an increased challenge on its hands.

According to Crown Media executive VP Programming David Kenin, "We want to find the best programming for the network and we will continue to deliver high quality, high impact television entertainment for our viewers whether we produce the programs or acquire them elsewhere."

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