Snow Good

If you haven’t read my three previous posts,  welcome to “My PR Christmas Wish” where we’re taking a look at some holiday movies, TV shows and books that portray members of the communications field as “soulless” scrooges.

Today’s review is Let it Snow  (2013, Hallmark Channel Original Movie, Crown Media Holdings) starring Candace Cameron Bure, Alan Thicke and Jesse Hutch.

Not to be confused with the film adaptation of John Green’s book Let It Snow: Three Holiday Romances  that was due out this year, but has been pushed back to 2017, this Hallmark movie is filled with all the holiday mushiness that you’d expect from a romantic Christmas made-for-T.V. movie.


When Falcon Resorts acquires family-owned Snow Valley Lodge from retiring owners Karla (Gabrielle Rose) and Paul (Dan Willmott), driven executive Stephanie Beck (Candace Cameron Bure) must spend the week before Christmas in Maine preparing a proposal on the property’s renovations. Determined to impress Falcon’s president, her detached father Ted (Alan Thicke), Stephanie reluctantly departs her warm Arizona home to immerse herself in the lodge’s property and decide how to change it to fit the hip, young Falcon brand. While preparing to rebuild the Snow Valley Lodge from the ground up, Stephanie butts heads with her property guide, Brady Lewis (Jesse Hutch), Karla and Paul’s son, who has decided to leave his family’s business over creative differences with his dad.

A self-defined Grinch, Stephanie begins her stay at Snow Valley Lodge immune to Christmas sentiment. But as the lodge’s festive traditions provide the Christmas Stephanie never had growing up with her distant father, Stephanie finds herself enjoying every minute. To complicate her professional duties even further, the combative feelings she felt toward Brady turn into romantic ones. With Stephanie’s newfound Christmas spirit and unexpected holiday romance, she begins to question Falcon’s overhaul. As her Christmas Eve deadline approaches, she’s faced with a decision: should she transform the lodge into a new winter hot spot or embrace tradition and let it snow?

You’ll notice in the bold print above, that Cameron Bure’s character Stephanie is indeed a marketer/PR specialist, as well as a “self-defined Grinch”.

While ultimately it’s Thicke’s character that is the true “villain” of Let It Snow, the movie focuses on the need for Stephanie to have a change of heart towards Christmas if the holiday and lodge are to be saved.

As the movie unfolds, we see Stephanie transform from a heartless, soulless, perfectionist, PR/marketer whose only aim is to please her father and make a name for herself within the family company into a kind, caring lover of Christmas who chooses love and holiday spirit over her father.

In the end, Christmas and the lodge are saved and Stephanie has redeemed herself and her profession. Aw.  Isn’t that nice? Maybe so for many who like cheesy, feel-good holiday movies, and I admit that I have actually watched this at least a couple of times.



Screen shot from’s DVD listing of Let It Snow

However, I’m certain that this movie is snow good to members of the communications fields because it perpetuates the thought that we are indeed “soulless” and need fixing in order to be worthy members of society, especially at Christmas time.

Unlike Disney’s development of Tim Allen’s character Scott Calvin/Santa Clause in The Santa Clause that I discussed a couple of days ago, where the focus on the marketing profession is but a small part of the plot, Let it Snow unabashedly defines the communications field as 21st century scrooges.

We’re just two reviews into “My PR Christmas Wish” series, and I’m already wishing that this stereotyping of the profession would end.

But, we trudge onward on Monday, December 5 with a holiday book.  See you back here next week.

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