LG’s rollable OLED TV is finally coming to the US for a staggering $100,000

LG’s futuristic rollable OLED 4K TV is coming to the US for an eye-popping price of $100,000. First introduced as a stunning prototype at CES 2018 (and then turned into a real product the next year), the 65-inch set can roll itself up and then back down to fully disappear into its housing unit.

That cabinet also contains a front-firing Dolby Atmos sound system. The OLED R has a middle mode between being fully unfurled and rolled down. LG calls this Line View, and you can use it to display a clock, photos, music controls, and so on.

This is what the back of the OLED R looks like when rolling down.
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From a picture quality perspective, the OLED R has technically already been surpassed by newer LG models; the more traditional G1 series introduced earlier this year can get brighter than any of the company’s prior OLEDs, including the rollable. But the OLED R’s panel still checks all of the boxes you’d want from a modern TV: it’s got Dolby Vision, 120Hz 4K gaming, variable refresh rate, auto low latency mode, and more. And as I’d damn well hope for $100,000, all four of its HDMI ports are HDMI 2.1.

But if you’re shelling out this kind of money for a television, you’re in it for the rolling trick more than anything else. The OLED R is rated for 50,000 unfurls, which should give you many years to blow the minds of everyone visiting whichever of your mansions you put it in.

LG says preorders will open for the OLED R in August, but I’m already seeing an “add to cart” button on the company’s store. For the absurdly rich out there, it’s got to be a tough call between this and Samsung’s 110-inch MicroLED TV.

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