Thermotropic liquid crystals' usual application is display technology. This paper describes experiments on light interaction with pure and doped liquid crystals under for these materials unconventional incident light powers: (1) under high-power laser irradiation, and (2) at the single-photon level. In (1), I will outline several nonlinear optical effects under high-power, nanosecond laser irradiation which should be taken into account in the design of lasers with liquid crystal components and in fabrication of optical power limiters based on liquid crystals: (1.1) athermal helical pitch dilation and unwinding of cholesteric mirrors (both in free space and inside laser resonators); (1.2) some pitfalls in measurements of refractive nonlinearity using z-scan technique under two-photon or linear absorption of liquids; (1.3) the first observation of thermal lens effects in liquid crystals under several-nanosecond, low-pulse-repetition rate (2-10 Hz) laser irradiation in the presence of two-photon absorption; (1.4) feedback-free kaleidoscope of patterns (hexagons, stripes, etc.) in dye-doped liquid crystals. In (2), at the single-photon level, it will be shown that with a proper selection of liquid crystals and a single-emitter dopant spectral range, liquid crystal structures can be used to control emitted single photons (both polarization and count rate). The application of the latter research is absolutely secure quantum communication with polarization coding of information. In particular, in (2.1), definite handedness, circular polarized cholesteric microcavity resonance in quantum dot fluorescence is reported. In (2.2), definite linear polarization of single (antibunched) photons from single-dye-molecules in planar-aligned nematic host is discussed. In (2.3), some results on photon antibunching from NV-color center in nanodiamond in liquid crystal host and circularly polarized fluorescence of definite handedness from nanocrystals doped with trivalent ions of rare-earths dispersed in liquid crystal host are presented.