Hallmark’s Nothing But Love Begins Filming in London Ontario

Hallmark has quietly turned a charming mid-sized Ontario city into its latest romantic backdrop. If you blinked, you might’ve missed the cameras tucked between fairy-tale gardens and a once-bustling European restaurant.

The greeting card giant turned television powerhouse is filming a new movie titled Nothing But Love in London, Ontario. It’s brought in a sizable crew, a wave of economic buzz, and that small-town sparkle Hallmark seems to love so much.

Beneath the cozy storyline, there’s a bigger narrative. Why are productions looking past Toronto, and how are cities like London suddenly starring in their own right?

Hallmark’s Latest Love Affair: Why London, Ontario?

For a company known for snow-dusted kisses and career-driven heroines rediscovering their roots, Hallmark’s filming locations are never random. London, Ontario might not scream Hollywood North at first glance, but maybe that’s the point.

Its walkable downtown, heritage architecture, and storybook parks offer a ready-made romantic canvas. Sometimes, you just need a city that looks like it belongs in a postcard.

The production, led by Muse Entertainment, started rolling cameras at the end of April and plans to film through mid-May. With more than 50 crew members working in the city, it’s hard not to notice.

Equipment trucks, lighting rigs, and bustling crew activity have turned everyday spaces into cinematic moments. The city feels just a bit more magical right now.

From Storybook Gardens to a Shuttered Bistro

Some of the most eye-catching locations? Storybook Gardens and the now-closed Marienbad restaurant downtown.

Storybook Gardens, already dripping with whimsy, feels like it was built for a Hallmark meet-cute. Meanwhile, the Marienbad, along with its pub Chaucer’s, gives off that old-world vibe romantic dramas seem to thrive on.

Ward 5 Coun. Jerry Pribil, who owns the Marienbad property, leased the space to the production for four days. Instead of squeezing the studio, he apparently offered a fee lower than what was proposed, hoping to encourage future projects.

In an industry where locations can be swapped in a heartbeat, that kind of goodwill? It goes a long way.

Muse Entertainment had filmed in London before, back in 2022. That experience must’ve left a mark, because here they are again, this time with Hallmark in tow.

A Strategic Move Beyond Toronto

For decades, Toronto and its surroundings have ruled Ontario’s production scene. Big studios, seasoned crews, and tax perks made it the default option.

So when a production skips the GTA to set up shop in London, it’s a bit of a statement. Maybe a quiet one, but still.

Andrew Dodd, manager of Film London, has been hustling to position the city as a real contender. According to city data, about half of the crew on Nothing But Love are local hires, which shows the film workforce here is growing.

What London Offers That Big Cities Don’t

Hallmark movies thrive on relatability. The charm is in the sense of community that feels real, not staged.

London offers:

• Distinctive heritage architecture without overwhelming urban density
• Lower logistical costs compared to Toronto-area shoots
• A growing skilled workforce in film and television
• Municipal support through Film London’s proactive outreach

For producers balancing budgets and chasing that perfect look, it’s hard to resist. It’s easier to turn a mid-sized city into Anywhere, North America when it doesn’t already look like a big city.

The Hallmark Ratings Machine

Let’s not kid ourselves—this means serious exposure. Hallmark films aren’t just background noise; they pull in huge cable audiences.

Forbes has pointed out that the Hallmark Channel often tops CNN and MSNBC in prime time. It’s one of the most-watched cable networks every week.

Take An Unexpected Valentine as an example. It drew 1.8 million viewers in February, making it the most-watched entertainment cable movie of the year across any channel.

Those numbers? They’re branding gold for any city lucky enough to be the backdrop.

Why Visibility Matters for a Mid-Sized City

When millions tune in, they’re not just watching a love story. They’re soaking in architecture, parks, streetscapes, and skyline silhouettes—sometimes without even realizing it.

Tourism boards spend fortunes trying to get that kind of exposure. Even if London is standing in for some fictional American town, locals spot their own landmarks.

And viewers these days? They look up filming locations, sometimes even planning visits to see where their favorite scenes played out.

The Economic Spark Behind the Scenes

Film shoots bring more than just cameras and actors. They bring hotel bookings, restaurant reservations, catering orders, equipment rentals, and transportation contracts.

During the shoot, cast and crew fill rooms, eat out, and shop locally. Pribil noticed firsthand how production activity boosted nearby businesses.

From hospitality to food services, the spending creates a short-term surge that’s welcome—especially when the economy’s feeling shaky.

For 2025, Film London has already helped attract 13 projects to the city. That’s not a fluke; it feels like a real strategy taking shape.

Building a Sustainable Film Identity

The real win isn’t just a single Hallmark movie. It’s the chance for repeat business.

Production companies tend to come back to places where:

• Permits are streamlined
• Local crews deliver professional results
• Community cooperation is strong
• Costs stay competitive

London seems to be nailing those. When a producer remembers a city fondly and chooses to return, it’s a sign of trust. And in film, trust often means more projects—and more money—down the road.

What Nothing But Love Signals About Hallmark’s Future

Hallmark’s brand has shifted lately, mixing up its storytelling and branching out from the usual filming hotspots. Vancouver and Toronto are still staples, but the network’s clearly keen on new backdrops to keep things fresh.

Nothing But Love might stick to the classic Hallmark formula—romance, rediscovery, personal growth—but its setting says a lot. Audiences want authenticity, productions want affordability, and cities like London? They’re offering both.

Could London Become a Hallmark Staple?

If this shoot runs smoothly and ratings follow suit, Hallmark could absolutely return. Seasonal movies, especially holiday ones, thrive on cozy vibes—and London’s tree-lined streets and old-school charm have that in spades.

For residents, catching a glimpse of film crews at familiar landmarks is a thrill. There’s a certain pride in seeing your city on screen, isn’t there?

City officials and local business owners? They’re quietly celebrating, too. All those years spent wooing the film industry might finally be paying off.

As Nothing But Love keeps filming through mid-May, it’s starting to feel like London, Ontario isn’t just a backdrop. It’s more like the city is auditioning for a recurring role in Hallmark’s ever-growing universe.

If there’s chemistry on screen and behind the scenes, who’s to say London won’t become a regular stop on the romance circuit?

In the world of made-for-TV love stories, sometimes the real twist is the location. Right now, London’s stealing the scene—and honestly, who saw that coming?