LG has unveiled a roll-up television screen as a trend of bendable displays began taking shape at a consumer electronics extravaganza in Las Vegas.

An ultra-high definition LG Signature television that rolls into and out of a base stand – which also serves as a sophisticated sound bar – was among the stars at the South Korean consumer electronics titan’s press event on the eve of the official start of the Consumer Electronics Show.

A demonstration showed that the 65-inch (165cm) screen could disappear completely into the base, extend just part way to display photos, act as a control screen for smart devices, or rise completely for full viewing.

All of LG’s new OLED televisions, including the roll-up model, will be infused with Google Assistant and Amazon Alexa virtual assistant software as well at Apple AirPlay software.

LG rivals Samsung and Vizio have also announced they are building AirPlay into televisions, in a trend Greengart considered intriguing.

The television alliances also promised to play into Apple’s efforts to build up the services and digital content part of its business.

LG did not disclose pricing for the roll-up television. LG also unveiled its first super-high-definition 8K OLED television, joining competitors in offering premium screens that ramp up the richness of imagery.