- (The Quota): A government enforced requirement for British cinemas to show a quota of British produced films for a duration of 10 years. The Act's supporters believed this would promote the emergence of a vertically-integrated film industry in which production, distribution and exhibition infrastructure were controlled by the same companies. The vertically-integrated American film industry of that era saw rapid growth in the years immediately following the end of the First World War. The idea, therefore, was to try and counter Hollywood's perceived economic and cultural dominance by promoting similar business practices among British studios, distributors and cinema chains. By creating an artificial market for British films, it was hoped the increased economic activity in the production sector would eventually lead to the growth of a self-sustaining industry. The quota was initially set at 7.5% for exhibitors, which was raised to 20% in 1935.