Located at the east end of the Dallas Cowboys AT&T Stadium on the main plaza level, the 132 ft wide by 13 ft tall video display hangs from the seating structure. In order not to block the natural lights streaming in through the 180 ft wide by 120 ft tall glass doors, the video display was broken into 40 panels 1 meter wide that individually rotate on a vertical axis. From a distance, the 90 degree rotated panels are barely noticeable.
The stadium had the video display installed for enhanced game-time crowd interaction and experience. The video is programmed to sync with other video in the stadium during main events, but will also be used to display real-time fan social media responses.