Luke Macfarlane Talks Queer Hallmark Christmas Movie, Versatility, and LGBTQ+ Representation

Luke Macfarlane, a familiar face to many as a leading man in Hallmark’s beloved holiday movies and acclaimed dramas, is embarking on an ambitious new project: developing a Hallmark Christmas movie with a queer storyline. This announcement, made during a discussion with Variety’s Marc Malkin, marks a significant moment for both LGBTQ+ visibility and the evolution of mainstream holiday entertainment .

For years, Hallmark holiday films have followed a formulaic path: straight couples, small-town romance, and the warmth of Christmas traditions. Macfarlane, who has starred in more than a dozen Hallmark movies—including titles like "Christmas In My Heart," "A Magical Christmas Village," and "Sense, Sensibility & Snowmen"—acknowledged the importance of these films but also pointed to the need for broader representation .

“I’ve loved my time with Hallmark, but I think it’s time to tell new stories—stories that reflect the diversity of the world we live in,” Macfarlane said in his interview with Malkin . His vision for a queer-centric Christmas movie comes as Hallmark and other networks have begun slowly expanding their narratives to include LGBTQ+ characters, but few have centered queer love stories in the holiday genre.

In addition to his work as an advocate for LGBTQ+ storytelling, Macfarlane’s career reflects his range as an actor. In Apple TV+’s "Platonic," Macfarlane plays a straight character, showcasing his ability to inhabit roles across the spectrum of sexual orientation. “I’m very versatile,” he remarked, noting that his personal identity as a gay man does not limit the types of characters he can play .

This versatility has become increasingly significant in conversations about casting and representation. While it is essential for LGBTQ+ actors to be cast in queer roles, Macfarlane’s work in "Platonic" demonstrates that actors can—and should—be considered for a variety of roles regardless of their sexual orientation. His success in both gay and straight roles is a testament to his skill and the shifting attitudes within the industry.

Macfarlane’s journey from Hallmark leading man to advocate and creator is rooted in a commitment to challenging industry norms. After starring in 14 Hallmark movies, he acknowledged in a recent interview that he feels ready for new directions: “They’ve been very good to me, but I think I’ve told my story for now with those folks… I mean, how many firefighters can I play?” .

His role in the historic gay rom-com "Bros," which premiered at TIFF and featured a cast of LGBTQ+ actors, was a pivotal moment. It not only broke ground for queer representation in mainstream cinema but also underscored Macfarlane’s dedication to authentic storytelling .

Industry Impact and LGBTQ+ Perspectives

The development of a queer Hallmark Christmas movie is a watershed moment for LGBTQ+ audiences seeking representation in spaces traditionally dominated by heteronormative narratives. For many, holiday movies are more than entertainment—they are cultural rituals that shape our understanding of family, love, and belonging. Macfarlane’s project promises to provide LGBTQ+ individuals and families with a story that reflects their experiences and affirms their identities.

Advocates within the LGBTQ+ community have long called for greater visibility in holiday media. The addition of a queer love story to the Hallmark lineup signals progress and offers hope for more inclusive storytelling in years to come .

Macfarlane’s openness about his identity and his willingness to challenge industry conventions have made him a role model for many. By using his platform to advocate for queer stories, he joins a growing movement of LGBTQ+ artists pushing for change in Hollywood and beyond.

As Hallmark and other media outlets continue to broaden their approach to storytelling, Macfarlane’s work serves as a reminder that representation matters. His upcoming queer Christmas movie is not just a milestone for the network—it is a step forward for the entire LGBTQ+ community.

“I want to make sure everyone feels seen, especially during the holidays,” Macfarlane told Variety. With this project, he aims to bring the magic of Christmas to audiences who have long waited to see themselves reflected on screen .

In a landscape where authentic stories are more valued than ever, Luke Macfarlane’s versatility and advocacy are changing the shape of holiday entertainment—one queer love story at a time.