Systems, methods, and devices for adding contextual matte bars to format image data to another aspect ratio are provided. For example, a method may include receiving image data of a first aspect ratio into a processor. The processor may receive a characteristic of a destination display of a second aspect ratio, an indication of ambient lighting, an indication of a characteristic of the image data, or any number of these factors. The processor may add matte bars to the image data to cause the image data to be formatted to the second aspect ratio. The appearance of the matte bars may depend on the factors received by the processor. The formatted image data with these contextual matte bars then may be sent from the processor to the destination electronic display.