How much would you spend for a new TV? Would you spend $100K?


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LG has decided to no longer hide the price of its rollable television behind a phone line. Instead, the six-figure price tag is now displayed on its US website, ready and waiting for customers to pull the trigger.

The price is a cool $100,000, and for that you get a 65-inch OLED television that rolls up into its base when not in use, or partly unrolls when you want to use the system as a sound bar with a smaller display.

What is an OLED display? Everything you need to know

Image Credit: LG.

It’s wafer thin and it rolls

The television works like many other smart examples from LG, complete with the webOS operating system and the company’s ThinQ system.

Image Credit: LG.

Some of the specs

There’s a front-firing Dolby Atmos audio system in the base of the TV, which acts as a sound bar, while the display panel itself has a 4K resolution and a 120Hz refresh rate.

There are four HDMI 2.1 ports on the rear, ready for connecting to your game console, streaming box and other devices.

Image Credit: LG.

Gimmicky or cool?

But the main draw here is of course the way the TV rolls up and down using electric motors. At the push of a button, the base slides open and the TV extends elegantly upwards.

Image Credit: LG.

What are you waiting for?

You will likely recognize this television, as it first arrived as a concept on LG’s stand at the CES technology show back in January 2018. It was then shown off as a real product at CES 2019 a year later, and as of July 2021 is ready for anyone to buy from LG’s online store.

Image Credit: LG.

If you’re a billionaire, why not?

We know that $100,000 is an enormous price to pay for a television, but if you want to have something truly unique then this is it, as no other company currently makes or sells a rolling TV like the OLED R.

LG’s marketing material suggests how the screen can be placed in front of a window, then rolled away so you can better enjoy the view when not watching TV.


This article originally appeared on and was syndicated by

Image Credit: LG.

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