Gone are the days of plasma screens, DVD and Blu-ray players and now it's all about digital streaming services and Ultra High Definition curved televisions - what, curved you say?
Atomic Props & Effects) have this special curved billboard installation, like a giant TV screen, along L.A.'s Sunset Strip to show passersby the curvy premise of their product.
The Korean tech company certainly wants you to know this is the next big thing and if you're a fan of the brand, be sure to also check out these giant-sized billboards for the Samsung Galaxy smartphones from around the skies of L.A., New York and London from recent years.
UPDATED: Daily Billboard was a bit hasty in our desire to post photos of this cover installation the other day and didn't realise that the build wasn't quite complete on this curved billboard.
UPDATED: Here's another version of this curved billboard treatment for the new Samsung TV spotted in Times Square, New York City on November 3, 2014.
This Godzilla movie creative certainly has great impact in the busy tourist neighbourhood.