Santa Monica movie-streaming service Feeln has found its recent image overhaul to be good for business.

The service, owned by Hallmark Cards Inc. of Kansas City, Mo., changed its name last month from SpiritClips in an effort to clear up confusion that it was a faith-based network, or that it only offered short videos rather than full movies.

Feeln’s streaming service offers family-friendly movies to subscribers for a monthly charge. It works like Netflix, except you won’t find horror films or other material to make you squirm. Content is both produced in-house and acquired from major studios.

Chief Executive Rob Fried said that in the month after the change the service signed up 50 percent more subscribers than it had in its final month as SpiritClips. The service has hundreds of thousands of subscribers, he said, but he would not give an exact number.

“We thought repositioning would open us up to a larger audience,” Fried said. “We still see ourselves as a niche service, but the niche is larger.”

Feeln is available on set-top boxes such as Roku and Xbox consoles as well as on its website, which was also restyled last month.

Another part of the rebranding was adding a number of studio hits to the service, such as “Sleepless in Seattle, “Liar Liar” and “Dances With Wolves.” The company licenses content from most of the major studios and offers made-for-TV movies from the Hallmark Hall of Fame collection.

The service has a staff of 80, many of whom are writers, directors and other creative staff who produce short films with an inspirational twist. The company’s filmmaking employees also have a hand in selecting the movies that will be licensed for the platform, Fried said.

Fried, who was a producer on films such as “Rudy” and “Boondock Saints,” founded the service in 2007. He sold it to Hallmark in 2012, and now uses that relationship to build its subscriber base.

For example, people who pay for a Hallmark e-card subscription can get a discount for Feeln, which normally charges $3.99 a month for an annual membership.

Feeln isn’t profitable, but Fried said the service is moving in the right direction as revenue grows after the rebranding.

Superhero Show

Organizers of Stan Lee’s Comikaze Expo are expecting their biggest turnout to date when the comic convention kicks off on Halloween.

Like other such events, Comikaze celebrates all things pop culture and geeky, with a focus on comic books, superheroes and cult classics. It’s to be held at the Los Angeles Convention Center on Oct. 31 through Nov. 2.

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