LG's Roll Up TV is a unique attempt as it uses the flexible nature of OLED panels to make them portable and not just improve the visual experience. LG will in any case reveal more details when they open their booth at CES 2018 later in the week.
That said, tech firms have sporadically showcased flexible and rollable displays at such tech conferences over the years.
If you're in the unlikely Venn diagram of people who want a giant television screen but don't want to see it much, then you're in luck. "It can be rolled up and hidden when not in use, and the small size of the rolled-up screen means that it can be more easily moved and stored, allowing for better space utilization, something existing displays can't deliver", said LG on its website.
This huge 4K TV is a 65-inch OLED panel, which is nearly as thin as a sheet of paper and can be rollable.
LG hopes that this sort of display will allow customers to enjoy bright, hi-res content "anytime, anywhere".
It seems unlikely that LG will be selling this sort of display to the general public any time soon, and it would nearly certainly cost a hefty sum. In the intervening two years, LG certainly seems to have made big strides.
Compatriot Samsung is set to show off new 8K resolution QLED TVs, as well as a 150-inch Micro LED TV at the trade show. The fact that this is a full-sized TV display with complete 4K resolution shows just how far LG has come in developing its unique OLED home theater screens in ways that no LCD TV so far comes close to imitating.