A non-black dead front display assembly includes a display frame, a backlight system supported by the frame, the backlight system configured to generate backlight rays, a light mask disposed on the backlight system, a light mask disposed on the backlight system, the light mask configured to transmit or to block the backlight rays in response to a control signal, and a film positioned over the light mask, the film configured to reflect ambient light rays and to scatter the backlight rays transmitted through the light mask, the scattered backlight rays causing a first portion of the film to glow while a second portion of the film appears non-glowing.