R.E. Neugent to Secretary. Shanghai, March 3, 1922. Source: SMA (SMC), U1-3-1081 (1095-1096). 

We, the undersigned, beg to apply for permission to erect a sign board or boards of about 20 x 20 feet each, on Nanking Road, for the purpose of displaying stereoscopic advertisements. 

The sterepticon machine to use glass slides exclusively and thus eliminate the danger of fire and to be erected in the same or an adjoining building as the screen upon which the pictures will be shown. 

Both the stereopticon machine and the screen to be placed not lower than the first story of the building or buildings used. 

(p.2/2) We also ask that a yearly rental per square foot for the screens be fixed. The exact number of the locations will be fursnished in due course.  

Stereoscopic Advertisements - Report from Commissioner of Revenue (Allen) to Secretary and Commissioner General. Shanghai, March 6, 1922. Source: SMA (SMC), U1-3-1081 (1097).  

I submit herewith an application by Messrs R.F. Neugent and S.H Coulter, 23B East Seward Road for permission to display Stereoscopic advertisements on Nanking Road. 

It would appear advisable to refer this matter to the Police, Public Works Department and Fire Brigade for report before permission is granted. 

Report from Commissioner of Public Works. "Stereoscopic Advertisements" - Letter from Messrs. R.F. Neugent and S.H. Coulter dated 3rd March 1922. Shanghai, March 10, 1922. Source: SMA (SMC), U1-3-1081 (1098). 

I do not consider that there would be any objection to the proposed stereoscopic advertisements provided: 
(1) That the screen and lantern enclosure be constructed in accordance with the requirements of this Department 
(2) That only glass slides be used 
(3) That each situation be subject to special approval 
(4) That if is is found that the advertisements attract crowds detrimental to traffic control, the permit be withdrawn.  
 
Report from Commissioner of Police. "Stereoscopic Advertisements". Shanghai, March 14, 1922. Source: SMA (SMC), U1-3-1081 (1099). 

Mr. Allen's report of March 6. There is no objection to permission being granted to the applicants for an experiment to be tried either at the corner of Haining and North Chekiang Roads or at the corner of Foochow and Hoopeh Roads, at both of which places they have the necessary facilities and options. 
 
Report from Chief Officer (Shanghai Fire Brigade). "Stereoscopic Advertisements". Shanghai, March 22, 1922. Source: SMA (SMC), U1-3-1081 (1100). 

In reference to the application of Messrs. R.F. Neugent and S.H. Coulter as per the letter of March 3, I seen no objection to the proposal, provided proper approved arrangements are made for the machine room and the screen is strongly fixed in position.  

Watch Committee Minutes (Extracts). Shanghai, March 24, 1922. Source: SMA (SMC), U1-3-1081 (1101).

Application by Messrs. R.F. Neugent and S.H. Coulter for permission to erect and operated stereoscopic lantern advertisements, with favorable departmental comments. Two similar applications, by  Mr. J.H. O'Malley in 1918 and The Oriental Press in 1921, were granted for a trial period of one month, subject to Police report thereafter. In actual fact the missione granted was not availed of in either case. 

In 1921, an application by Mr. J.S. Potter was disapproved as the result of strong Police Opposition on the grounds that lanter displays would attract crowds. In this case also the Nanking Road was one of the designed localities. 
There has therefore been some inconsistency in the Police attitude to this Project. Will members kindly indicate their views as to the desirability or otherwise of granting permission for what will really prove to be the first experiment in this direction. 

Secretary to R.F. Neugent. Shanghai, April 1, 1922. Source: SMA (SMC), U1-3-1081 (1102). 

I am directed to acknowledge receipt of your letter of March 3, requesting permission to erect and operate stereoscopic lantern advertisements in the Settlement.  

In reply, I am directed to inform you that the Council is willing to grant you the desired permit for a period of one month whereafter it will be subject to renewal or otherwise as may then be decided. 

As regards the screen and lantern enclosure, it will be necessary for you to conform to the requirements of the Public Works Department, also the localities must be approved by the Commissioner of Police. When the latter have been agreed upon, the Commissioner of Revenue will be in a position to give you information as to the special advertisement fee payable.

Extract from Municipal Gazette dated April 13th, 1922 - "Stereoscopic Advertisements". Shanghai, April 13, 1922. Source: SMA (SMC), U1-14-3170 (0703). 

Application by Messrs. R.F. Helgent and S.H. Coulter for permission to erect and operate Stereoscopic lantern advertisements in the Settlement with reply: … page 121