According to a report by Trendy News, recently in a popular drama, a batch of "Hidden Duck" clay sculptures in the studio of the sculptor's female lead have gained countless fans with their unique shapes - the ducks are infused with various representative intangible cultural heritage techniques such as Ningbo Purple Gold Glaze and Mud Gold Paint, which are quite splendid. Nowadays, the cross-border cooperation of "intangible cultural heritage+film and television" not only brings traditional skills into the public eye and becomes a hot topic of discussion, but also promotes the development of diverse ecosystems such as shared prosperity workshops, teaching trends, and industrial linkage, injecting a strong pair of "film and television wings" into the inheritance and promotion of intangible cultural heritage. In recent years, the use of film and television to promote intangible cultural heritage has become a new phenomenon. Traditional techniques that were once hidden in classics or limited to one city and one place are no longer static displays, but have become part of the plot texture through vivid performances in film and television dramas. This undoubtedly opens the door to a wider world for intangible cultural heritage. The most intuitive way for film and television to empower intangible cultural heritage is undoubtedly its "amplifier" effect. A popular film and television work reaches millions or even hundreds of millions of viewers, and its breadth and speed of dissemination are unmatched by traditional exhibitions, festivals, and even monographs. When intangible cultural heritage elements are accurately presented in a way that fits the plot and is aesthetically pleasing, they can instantly ignite the curiosity of the audience. The popularity of "Hidden Duck" is an example, as the secondary creation, imitation, and discussion on social media platforms have brought unprecedented attention to the intangible cultural heritage skills contained within it. More importantly, the increased attention to intangible cultural heritage, if effectively transformed into consumer demand for related products, can feed back the local intangible cultural heritage industry, stimulate intangible cultural heritage tourism, intangible cultural heritage research and learning, and make intangible cultural heritage no longer just a "heritage" waiting for protection, but integrated into contemporary life and industrial context, gaining the ability to "self generate" and truly live and pass on. Of course, the presentation of intangible cultural heritage in film and television ultimately serves the needs of artistic creation and narrative. It is often refined and fragmented through aesthetics, focusing on visual impact. If the audience stays at the superficial appreciation of "props are beautiful" and fails to touch on the craftsmanship and wisdom carried by skills, then this attention may become a short-lived "check-in" trend. In addition, we also need to be vigilant about the risk of intangible cultural heritage being symbolized and superficialized. If the relevant TV series only use intangible cultural heritage elements as a "background board" to create an atmosphere, lacking in-depth exploration of their cultural core, in the long run, it may weaken their profound value and make them lose their true essence in the hustle and bustle. Therefore, the ideal path should be a "two-way journey" between film and intangible cultural heritage. On the one hand, film and television creation should be more culturally conscious. If you want to introduce intangible cultural heritage elements, you can invite intangible cultural heritage experts to participate deeply in script planning, costume design, and other aspects to ensure the professionalism and accuracy of the plot presentation. On the other hand, inheritors of intangible cultural heritage and related institutions also need to take the initiative to take advantage of the opportunities brought by film and television exposure, and use various methods such as short video interpretation, live demonstrations, and offline experience workshops to guide the audience's curiosity towards a deeper understanding and recognition of the skills themselves, and to explore the cultural connotations behind them. The popularity of the "Hidden Duck" is a vivid signal that in the era of attention economy, intangible cultural heritage needs to find effective ways to engage in dialogue with the present, especially with the younger generation. As one of the most influential forms of popular culture, film and television is undoubtedly a suitable platform. But ultimately, whether intangible cultural heritage can truly soar depends on its own vitality. Film and television can open that window and attract attention, but only the scenery inside the window - the beauty of skills, the soul of craftsmanship, and the roots of culture that have been tempered by time - is moving and profound enough to make the audience willing to open the door and enter. Let intangible cultural heritage "live" in the light and shadow of the screen, and even more so in the fireworks of the human world - this requires creators, inheritors, academia, industry, the public, and other parties to work together to build a more solid, healthy, and sustainable inheritance ecology. (New Society)