System and method for controlling an electronic display

A method for controlling the transparency of a display case having a door comprising the steps of:

• providing a transparent liquid crystal display (LCD) within the door and electrically connected to a controller configured to determine the present time and control the transparency of the LCD according to transparency data, and a remotely located user interface in communication with the controller configured to receive user input comprising:
• a first backlight reduction level, and
• a first time range;
• generating transparency data according to said received user input;
• determining the present time;
• determining if the present time is during the first time range;
• and
• operating the LCD at a predetermined transparency level according to the transparency data.

An apparatus for controlling the transparency of a display case having a door comprising:

• a normally black transparent liquid crystal display (LCD) positioned within the door;
• a controller electrically connected to the LCD and configured to drive the LCD according to user input and determine the current time;
• and
• a network connectivity device in electrical connection with the controller and in communication with a communications network, wherein said network connectivity device is configured to receive user input from a webpage;
• wherein said user input comprises a first transparency level the LCD is to be driven at when the current time falls within a first time range corresponding to retail hours and a second transparency level the LCD is to be driven at when the current time falls within a second time range corresponding to after hours.