There's a bunch of really strong LEDs on the back of the TV. Whatever you're seeing on the OLED screen is projected on the walls. Found a demo from a different TV. It's a gimmick but a cool one.
https://www.youtube.com/watch?v=0lxCCLz2N9c
Does the lighting help with immersion? It seems like it could be distracting.
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It really does! I was going to get an LG but then I found out that the OLED panels in Phillips are made by LG.
Of course you can turn it off.
