A senior figure in the Chinese film industry outlined the conditions it is setting for Hollywood to gain access to its lucrative box-office revenues, central among which is more "positive images" of the country and its culture.

Speaking at the US/China Film Summit, held in LA on the eve of the American Film Market convention, China Film Co-Production Company president (CFCC) Zhang Xun told Hollywood executives: "We have a huge market and we want to share it with you [but] we want films that are heavily invested in Chinese culture, not one or two shots ... We want to see positive Chinese images."

The CFCC is a particularly influential agency as it selects US productions for co-production status with Chinese companies, thereby allowing films to bypass the quota system China currently has in place for foreign films. Films such as Cloud Atlas and were turned down for co-production, despite having significant elements designed to accommodate Chinese sensibilities, while Zhang was thought to be referring to Iron Man 3 with the "one or two shots" line. Zhang told the conference that to qualify a film had to have a minimum of 20% Chinese investment, significantly feature Chinese talent, and possess a joint script.

More thornily, Zhang said scripts had to be vetted by the CFCC, but claimed censorship was not the issue. "We want to help you avoid hot spots and trouble and to make suggestions that will actually save you money." Accordong to Deadline though, Zhang said too much violence, "slights against 'the feelings of a third country'" and negative depictions of religion would count against a film.

Earlier this year China became the largest film market outside the US, worth around $1.7bn (£1.06bn).

• Top Chinese film-maker says country's censors are 'ridiculous'

• China confirmed as world's largest film market outside US

