US Patent 10417943 Transparent liquid crystal display on display case

A point-of-sale advertising system for use with a display case having a front glass sheet positioned in front of a cavity for accepting goods, the system containing a transparent LCD positioned behind the front glass sheet, and a plurality of LEDs positioned adjacent to one pair of opposing edges of the LCD and arranged so that light which is emitted from the LEDs is directed backwards towards the cavity. Further embodiments may also contain a door assembly and frame surrounding the front glass sheet and LCD, a switch positioned to determine when the door assembly is open or closed, and electrical circuitry adapted to turn off the LEDs when the door is open and turn on the LEDs when the door is closed.