Warner Bros. Is Trying To Turn ‘Elf’ Into Its Own Holiday

Is it not enough that Will Ferrell’s Elf will be in constant rotation on cable outlets and streamers from now until Christmas? Warner Bros. Discovery believes merrymakers still need to crank it up a notch, announcing the first annual “December the TwELFth” celebration next month, according to Hollywood Reporter. Ho ho ho.

What’s December the TwELFth? Warner Bros. Discovery is glad you asked. On what the normals used to call “December 12,” New York City’s Times Square will host a special noon performance of Elf the Musical. The elf-tivities go on throughout the day, including pop-up Elf photo stations, Elf merch sales and opportunities to write to Santa Claus, presumably on Elf-themed stationary.

Warner Bros. Studio Tour Hollywood

After you finish up in Times Square, catch a flight to the West Coast to visit Warner Bros. Studio Tour Hollywood, where you can hit the studio store to see original costumes and Elf-centric window displays. The store will also be happy to sell you things. 

Despite its cable ubiquity, Elf will be re-released in theaters Dec.12, repurposing an old DVD gimmick with “Buddy’s Sing & Cheer Along Edition.” That sing-along should be interesting, considering the holiday favorite isn’t a musical. 

The most disquieting part about the whole marketing gimmick is the “first annual” attached to the celebration. Warner Bros. Discovery wants to turn this into an every-year thing, and nothing short of a David Ellison sale is going to stop them.

You might be asking, What’s the harm? Who doesn’t love Elf? People who watch HGTV, that’s who. The cable channel devoted to design, decorating and remodeling has been shoving Elf down viewers’ throats since Halloween, and My Lottery Dream Home fans aren’t jolly. 

“Why is Elf on HGTV?!?” wrote one fan in the HGTV subreddit, as reported by Entertainment Weekly. “This is the second week in a row that some lame azz old movie is on HGTV. Where are the design shows?!? If this is the new direction of HGTV, I’m out.”

“We don't tune into HGTV to watch Elf!!” wrote another fan. “Sounds like HGTV management needs to bring back some of the cancelled programs that actually highlighted home building, remodeling, landscaping and interior design.”

Another viewer rationalized the situation. “Elf is a wonderful decorator! That’s why!”

One Reddit theory behind the Elf-splosion? Star Zooey Deschanel is engaged to one of the Property Brothers. Aha. It all makes sense now.