Why do movies often promote intangible cultural heritage in the field of intangible cultural heritage?

Low cost, wide audience and great publicity influence can not only spread intangible culture but also earn movie box office income. In the field of cultural communication, food culture includes "food on the tip of the tongue", regional culture, "aerial photography of China", historical culture and "national treasure". The theaters of historical knowledge are all presented through movies or dramas, which have achieved good ratings and found vitality for the revitalization of traditional culture. Successful experience can also be replicated in the spread of intangible culture.

The most important thing of intangible culture is not the finished product effect, but the complexity, inheritance and naturalness of the production process. In terms of quality, industrial printing and dyeing, embroidery stitches may be more exquisite than hand-made, so if only the retail of craft products, the market demand and promotion of intangible products with complex technology and high cost are not as good as industrial products.

Therefore, the promotion of intangible culture must find its unique place, that is, pure natural raw materials and complex and precise production technology. The involvement of movies can be started from the perspectives of material selection, production, polishing and sales, which can not only show the past lives of intangible culture, but also show the present situation and predicament of intangible culture. While praising the old craftsmen for adhering to the inheritance of craftsmanship, they also called on young people to actively join the ranks of successors of traditional culture and promote the inheritance of intangible culture. The detailed record of the film production process also makes people understand the intangible heritage more deeply and meticulously.

Secondly, compared with newspaper submission, movies only need to truthfully record the production process of intangible cultural heritage. With the strong support and investment of the state and the help of domestic film protection month, movies can ensure the audience base in the process of public understanding and growing love, laying the foundation for the spread of intangible cultural heritage. For low-budget movies, even a good-looking documentary can be edited by mobile phone. In the Internet era, the traffic of short videos is increasing year by year, and the platforms for video delivery are becoming more and more diversified. The low investment in the early stage and the broadcast volume of hundreds of thousands or even millions in the later stage show that the propaganda method of the film is undoubtedly the most cost-effective means.