Purpose: Although extensive efforts have been made in the past four decades to transfer cultural values through cinema, due to the lack of a clear strategy, this has not been achieved. Therefore, we aim to provide a strategy for using cinema in religious promotion and transferring cultural values in this research.
Methodology: To conduct this research, first, using exploratory studies, the strengths, weaknesses, opportunities, and threats in this field were identified. Then, these factors were evaluated by a questionnaire distributed among 40 experts in the field of cinema. The validity of the questionnaire was confirmed using formal validity method and its reliability was confirmed using Cronbach's alpha coefficient. Finally, the data were analyzed and the strategy was presented using SWOT matrix.
Findings: The evaluation of internal and external environment demonstrates that there is a strategic position for Iranian cinema in religious promotion in the defensive region. Therefore, the WT (defensive) strategy is introduced as the main strategy in this area. This includes creating films with religious themes regardless of political issues and sectarian differences, employing "specialized" managers committed to religious and ethical values in cinema-related organizations, and more.
Conclusion: By using defensive strategies, we can reduce internal weaknesses and external threats and create opportunities for using the potential of cinema in religious promotion.