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LG Pop-Up Demo Drives OLED Sales For Video & Audio Center

A picture’s worth 10,000 dollars

Video & Audio Center (VAC), the four-store Los Angeles specialty chain, got a boost to its TV business – and bottom line – this past weekend after LG Electronics set up a Cinema House pop-up demo outside its South Bay Torrance showroom.

The portable showcase displayed unreleased Netflix content shot in Dolby Vision HDR with Atmos surround sound on LG’s 4K OLED TVs. Visitors were also invited to enter a 65-inch OLED giveaway, including delivery and set-set up, valued at $5,000.

According to VAC corporate director and chief technologist Tom Campbell, the retailer sold eight of the OLED sets within the first hour of the standing room-only event, including a $10,000 model.

“It was a smashing success,” he told TWICE, and “proof that content does sell CE hardware.”

The chain, which is about to open a state-of-the-art flagship store in Century City, has long served as a launch pad for new consumer technology, and leverages its Hollywood proximity to bring blockbuster previews and studio execs to the events.

LG’s 77-inch W-series Signature OLED display, known as the “wallpaper TV” for its fifth-of-an-inch thickness and ultra-slim mounting brackets, made its retail debut at VAC last June.