For one, it can be hidden from view when not in use, essentially doing away with the large rectangular black void that can affect a room's decor. Here's what it looks like when the display itself is rolled away inside its enclosure:
The TV display can roll itself down to the native aspect ratio of the movie you're watching, eliminating those letterboxing black bars you might see above and below the actual picture. It's true that letterboxing isn't a pressing problem to solve, but if it can be solved, then why not?
The only type of displays that can flex enough to roll up like a poster are OLED panels, which are also the most coveted and expensive type of TV displays. OLED panels tend to deliver a superior image over traditional and less expensive LCD panels. Combined with the novel roll-up and roll-down effect, LG's OLED rollable TV is a thing to behold.
LG first unveiled its 65-inch rollable OLED TV prototype at CES 2018, so there's a good chance we'll hear more in early January, when CES 2019 kicks off.LG's opening keynote is scheduled for January 7th at 6:30pm PT, and Business Insider will be in attendance.