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Watch LG’s hidden OLED 65-inch 4K TV roll out from a rectangular box

Before we say anything, behold LG’s 65-inch 4K OLED rollable TV
emerge from this unassuming rectangular white box:

Hidden TVs that emerge from an enclosure aren’t actually new. But
a TV that rolls out like a poster from a relatively
small rectangular box is new, and it’s only
possible with a flexible OLED display. 

There are two main benefits that LG’s rollable TV concept brings
to the table. 

First, no matter how much TVs are the center of the modern living
room, some find them be eyesores against their living room’s
decor. Those who don’t like the look of their TV when it’s off
will find value in LG’s rollable TV that can roll itself into its
rectangular home until it’s needed again.

lg rollup tv ces 2018Antonio Villas-Boas/Business

Of course, the giant, rectangular case might not be to everyone’s
taste, especially those who favor a classical or antique

Secondly, you can adjust the height of the TV for certain types
of content – mostly movies – that aren’t filmed in the typical
16:9 aspect ratio of most TVs. For example, you’ve surely come
across something called “letterboxing.” It’s when a movie is
sandwiched between two black bars above and below the picture. It
happens because many movies aren’t filmed in the typical 16:9 TV
aspect ratio. 

LG’s rollable TV can roll itself down to the native aspect ratio
of the movie you’re watching, thus eliminating those letterboxing
black bars. It’s true that letterboxing isn’t a pressing problem
to solve, but if it can be solved, then why
not? Here it is after rolling down to eliminate

lg rollable tv rolled down a little ces 2018Antonio Villas-Boas/Business

What’s impressive, too, is that the rollable OLED panel looks
just as good as a regular stiff OLED panel. You’d think that the
rolling feature would come with some sort of compromise in
picture quality, but that’s apparently not the case.

LG invested in OLED technology decades before any other company.
Now, with this giant, rollable TV, LG is showing the payoff of
all that investment.

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