NBC’s faith-based original movie Dolly Parton’s Coat of Many Colors opened to hearty numbers on Thursday, skewing older as expected but beating its broadcast competition in key demos while drawing nearly 13 million total viewers — the biggest crowd for an original movie on the Big Four since 2012 according to Vanity.
Coat of many colors is the real life story of country legand superstar Dolly Parton and the hardship her family faced when tragedy struck. It was a coat made by Dolly’s mother that helped the family through their grief and gave them hope.
While last week’s The Wiz Live! drew better in key demos — by 89% in 18-49 (3.4 vs. 1.8) and by 48% in 25-54 (4.0 vs. 2.7) — Coat of Many Colors drew a larger overall audience by more than 1 million (12.8 million vs. 11.5 million). The movie, starring Young and the Restless actress Alyvia Alyn Lind as a 9-year-old Parton, peaked with 13.2 million viewers for its final half-hour.
In adults 18-49, the 1.8 rating for the film ties with a 2012 Hallmark Hall of Fame telepic on ABC, Christmas for Holly, as the top-rated original movie in recent years. The last cable original movie to rate higher was Lifetime’s Flowers in the Attic nearly two years ago (1.9 in January 2014).
It’s easy to see why this film did so well. Parton is a house hold name and the song coat of many colors is a beautiful classic. Who wouldn’t want to know the story behind it?
More over it carries a message of hope and with faith anything is possible. We couldn’t think of a better message to send during the holiday season. If you haven’t watched it we highly recommend you check it out.