Letter from Andersen & Meyer Limited (John Potter) to Secretary. Shanghai, December 2, 1920. Source: SMA (SMC), U1-3-1081 (1072).

The undersigned has been contemplating for some time an enterprise for the use of lantern slides displays on certain streets of Shanghai for advertising purposes. That is, the projection of lantern slide displays across the street from one building to a screen on a wall of an opposite building. As such displays would require the consent of the Municipal Authorities, this petition is respectfully submitted. 

In more detail, the plan proposed is to arranged at certain convenient points on Nanking Road, Avenue Edouard VII, and perhaps on North Szechuen Road, to place such screen and lantern slide projectors of the usual type, and to project advertising slides from dark until eleven or twelve o'clock at night. The displays would be continuous, the slides rotating at the rate of perhaps two or three per minute. 

An additional feature of this display program would be the erection at some future date of an electric light display sign so arranged that moving letters and words will run across a long horizontal sign and making advertising words and sentences. 

Such a proposition as outlined above, though a novelty for Shanghai, is quite usual in cities of the American and European continents, and it is our belief that this is a proper enterprise and one which would be a decided addition to the business activity of this commercial city. We have discussed the proposition with business concerns and we are confident that it will have their endorsement. 

In requesting this privilege, the undersigned is ready to submit any futher particulars which may be required concerning the enterprise, and to appear in person to such Council Committee as the matter may come to.  

Report from Commissioner of Police No. 8747/1. Shanghai, December 6, 1920. Source: SMA (SMC), U1-3-1081 (1073).

I am strongly opposed to Messrs. Andersen Meyer & Company's idea of advertising by means of lantern displays in the streets at night, in my opinion any such form of advertising should be prohibited. 

Nothing is calculated to collect crowds quicker, and if this kind of display is permitted the already sufficiently onerous task of the police in dealing with over congestion in the streets would become well high impossible. Some years ago a similar scheme was tried at the corner of the Foochow and Hoopeh Roads and had to be stopped on account of the congestion to traffic caused by the crowds drawn to the spot.  

Report No.158 from Commissioner of Public Works to Secretary. "Illuminated Advertisement Signs - Letter from John S. Potter dated 2/12/20", Shanghai, December 6, 1920. Source: SMA (SMC), U1-3-1081 (1073).

There is no objection from the P.W.D. provided there is no encroachement on the streets, but I can quite imagine that there may be serious objections from the Police point of view on the grounds of collecting crowds in the streets.  

Report No.158 from Chief Officer (Shanghai Fire Brigade) to Secretary. "Street Lantern Displays - Letter from Andersen & Meyer Limited, 2nd December, 1920." Shanghai, December 6, 1920. Source: SMA (SMC), U1-3-1081 (1076). 

With reference to the above letter, re Lantern Displays on certain streets in Shanghai. I take it the lantern will have to be a fairly large one, and must be in a satisfactory position, well-protected as regards fire, and certain precautions taken. Otherwise no objection.

Letter from Assistant Secretary to Andersen Meyer & Company, Limited. Shanghai, December 9, 1920. Source: SMA (SMC), U1-3-1081 (1075).

I am directed to acknowledge receipt of your letter of December 2, setting forthe a proposal for the projection of lantern slide displays across public roads from on building to another. 

In reply thereto that the matter has had the Council's careful attention upon previous occasions, notably in connection with the suggestion by a Mr. J.M. O'Mallory c/o. Messrs. Andersen, Meyer & Company, Limited, in 1919. 

The matter has again be reconsidered as a result of your application, but the Council is averse to the proposal owing to the interference with traffic which would thereby be created. I am directed therefore to inform you that you application is one which cannot be entertained.