Sony has developed a 4.1" rollable screen that can be rolled like a scroll.  Sony says they hope this technology will be able to be produced on a large scale television.  So imagine having a high definition tv that you can retract into the ceiling with high contrast ratio's (it being real bright for all you don't know what contrast ratio's are)  that are only 0.03" inches thick.  This is possible only by using OLED TV technology.  OLED stands for Organic Light Emitting Diode. OLED's are special because they emit their own light which means they do not need a back light or LED side lighting like current Samsung models.  I will talk more about the possibility's of OLED technology tomorrow... for now here is more about Sony's roll able tv's in the link, and this video demonstrates the rollable screens.

Sony rollable screens