An apparatus includes a display surface having a substantially rectangular region with a width of twenty-four feet. The region of the display surface has visual media content displayed thereon. A first lighting unit includes a number of light emitting diodes (LEDs) and optical elements arranged over the plurality of LEDs such that each optical element overlies only one associated LED. The first lighting unit is configured to illuminate the region of the display surface so that the visual media content on the region of the display surface can be viewed without additional lighting. A second lighting unit is laterally spaced from the first lighting unit along the width of region of the display surface. The second lighting unit includes a number of LEDs and optical elements arranged over the plurality of LEDs such that each optical element overlies only one associated LED.