# Patent

## Title
Multi-channel LED sign module

## Abstract

An electronic display includes a controller transmitting display data to a plurality of modules electrically connected to each other in series. A first module receives and transmits the display data to at least one intermediate module, which passes the display data along the series in a first direction. Each of the modules controls activation of a respective plurality of lighting elements based on the received display data. A last module transmits to the controller an acknowledgement of receipt of the display data. If the controller does not receive the acknowledgement, then the controller transmits the display data directly to the last module. The last module then transmits the display data to the at least one intermediate module, which passes the display data along the series connection in a second direction opposite to the first direction.

## Background
RELATED APPLICATION
This application is a nonprovisional of, and claims the benefit of, provisional application 61/498,713, filed Jun. 20, 2011, entitled “Multi-Channel LED Sign Module”, by applicants Jeff Koebrich, Michael Cox, Scott Ohlmiller and Carl Roth, which is hereby incorporated by reference herein in its entirety.


BACKGROUND OF THE INVENTION
1. Field of the Invention
The present invention relates to electronic displays, and methods of operating and manufacturing electronic displays.
2. Description of the Related Art
Electronic displays for displaying images are typically designed as regular arrays of light sources called picture elements, or “pixels.” Each pixel emits light to reproduce a small piece of the image being displayed. For color displays, each color pixel typically includes more than one light emitter, called “sub-pixels.” The color pixels usually include at least one red, one blue, and one green sub-pixel.
An electronic display signal includes the information needed for creating the image on the display. The display signal includes information corresponding to each pixel. The signal received by the pixel includes values corresponding to an amplitude of light for each of the corresponding one or more sub-pixels to generate. When a pixel includes multiple sub-pixels of different colors, the relative amplitudes of the sub-pixels determine the displayed color that is perceived by a viewer. The precise arrangement of sub-pixels, such as blue, red, and green sub-pixels, is not visible at appropriate viewing distances.
Pixels in a display are typically arranged in an array of rows and columns. Conventional pixel arrays have rows and columns of pixels arranged at right angles, also known as an “orthogonal” pixel array. FIG. 1 shows an orthogonal pixel array 100, with pixels 150 arranged in orthogonal rows 111 and columns 112. While, for purposes of explanation, the pixel display 100 shows only six rows and six columns of pixels, it should be understood that a typical orthogonal pixel array may include hundreds or thousands of rows and columns.
Types of light emitters used in pixels known in the art include light-emitting-diodes (LED's). For example, the sub-pixels of one type of LED pixel may include one red, one green, and one blue LED. Other commonly known types of light emitters used in pixels include plasma, liquid crystal display (LCD), and cathode ray tube (for small displays), to name but a few.
Pixel arrays having LED pixels may be constructed using either “through-hole” or “surface-mount” type devices, as are known in the art. Through-hole devices, on the one hand, include discrete LED sub-pixels or discrete LED pixels which are mounted individually on a circuit board by fitting wire leads of the discrete elements into holes in the circuit board. Surface-mount devices, on the other hand, are mounted directly onto the surface of, and electrically connected to, a circuit board having wiring already printed on its surface to correspond to the wiring of the surface-mount devices.
Pixel array 100 and their associated circuit boards, if any, may be divided into sub-arrays each supported by a respective one of modules 12a-c, 14a-c and 16a-c. Each module may provide its respective sub-array of pixels with a supporting mechanical frame (not shown) and individual electronic control. Thus, dividing the pixels into modules may provide the advantages of improving the mechanical integrity and modularity of the electronic display such that the display is easier to build and maintain. For ease of illustration, each of modules 12a-c, 14a-c and 16a-c is shown as supporting a sub-array of only two rows and two columns of pixels. However, it is to be understood that each module may support tens or hundreds of rows and columns. Similarly, for ease of illustration, only three rows and three columns of modules are shown. However, it should be understood that a typical electronic display may include tens or hundreds of rows and columns of modules.
As shown in the electronic display arrangement 10 of FIG. 2, the modules in each row of modules may be connected sequentially in series to a sign controller 18. Sign controller 18 may provide display data (e.g., specify whether each lighting element should be ON or OFF, and specify the color and brightness of each lighting element when ON) to each module through the series connections. That is, the display data flows from left to right from sign controller 18 to each of modules 12a-c in sequence; from sign controller 18 to each of modules 14a-c in sequence; and from sign controller 18 to each of modules 16a-c in sequence. A problem, however, is that if one of the modules malfunctions, then the malfunctioning module may be unable to pass data to the other modules that are downstream from the malfunctioning module. For example, if module 12a malfunctions, then modules 12b-c may not receive their display data, and the entire row of modules may not display properly. With long series connections, it may be particularly visually noticeable if a large number of horizontally adjacent modules are not displaying properly.
What is neither disclosed nor suggested in the conventional art is an electronic display in which the failure of one module does not affect the performance of other modules in the display.
SUMMARY OF THE INVENTION
The invention is directed to an electronic display arrangement in which each module may receive display data from either of two directions. Thus, if a given module can no longer receive display data from one direction due to the failure of an upstream module, conductor or connection, then the given module may still be able to receive display data from the other direction.
The modules may function as independent display elements. A controller in the electronic sign may process messages which were previously loaded by a user and transmit the display information to the modules over a local area network (LAN) which may be driven by elements of the control system. The modules may be capable of self-addressing and performing in a diagnostics mode. In a multi-channel operation mode, in the event of a failed module, the remaining modules may be able to recover and continue to operate.
Each module in the electronic display may be connected to other modules in the electronic display over a local area network through one or more data channels. Each module may be able to block data from neighboring modules from reaching the network to aid in self-addressing and diagnostic feedback. When a module senses a failure in the data input from a channel (e.g., silence for more than thirty seconds), then the module may switch to listening to another channel, and the module may reconfigure the direction of the data blocking so that diagnostics may continue to function.
In one embodiment, the invention comprises an electronic display arrangement including a controller having at least one data communication port. The controller transmits display data from the at least one data communication port. A plurality of modules are electrically connected to each other in a series connection. Each of the modules includes at least one data communication port. A first one of the modules is on a first end of the series connection. The at least one communication port of the first module is electrically connected to the at least one communication port of the controller. A last one of the modules is on a second end of the series connection. The at least one communication port of the last module is electrically connected to the at least one communication port of the controller. The first module receives the display data from the controller and transmits the display data to at least one intermediate module in the series connection. The at least one intermediate module passes the display data along the series connection in a first direction until the display data is received by the last module. Each of the modules controls activation of a respective plurality of lighting elements based on the received display data. The last module transmits to the controller an acknowledgement of receipt of the display data. If the controller does not receive the acknowledgement from the last module after transmitting the display data, then the controller transmits the display data directly to the last module. The last module receives the display data directly from the controller and transmits the display data to the at least one intermediate module in the series connection. The at least one intermediate module passes the display data along the series connection in a second direction opposite to the first direction.
In another embodiment, the invention comprises a method of operating an electronic display including providing a plurality of modules electrically connected to each other in a series connection, electrically connecting a first one of the modules and a last one of the modules to a controller, and electrically connecting the first module to the last module via at least one intermediate one of the modules. Display data is transmitted from a controller to the first module, and the first module transmits the display data to the at least one intermediate module. The at least one intermediate module passes the display data along the series connection in a first direction until the display data is received by the last module. Each of the modules controls activation of a respective plurality of lighting elements dependent upon the received display data. The last module transmits to the controller an acknowledgement of receipt of the display data. If the controller does not receive the acknowledgement from the last module after transmitting subsequent display data, then the controller transmits the subsequent display data to the last module, the last module transmits the subsequent display data to the at least one intermediate module, and the at least one intermediate module passes the subsequent display data along the series connection in a second direction opposite to the first direction.
In yet another embodiment, the invention comprises a method of operating an electronic display including providing a plurality of modules electrically connected to each other in a series connection. A first one and a last one of the modules are each electrically connected to a controller. The first module is electrically connected to the last module via at least one intermediate one of the modules. An addressing session is performed including transmitting a first address to the first module, inhibiting the first module from re-transmitting the first address, transmitting a second address to the first module, re-transmitting the second address from the first module to one intermediate module, inhibiting the one intermediate module from re-transmitting the second address, transmitting a third address to the first module, re-transmitting the third address from the first module to the one intermediate module, and passing the third address along to the last module. After the addressing session, an operating session is performed including transmitting display data from the controller to the first module. The display data includes identifications of associations between respective portions of the display data and the first address, second address and third address. The last module is used to transmit to the controller an acknowledgement of receipt of the display data. If the controller does not receive the acknowledgement from the last module after transmitting subsequent display data to the first module, then the controller is used to transmit the subsequent display data to the last module.
An advantage of the invention is that the failure or malfunction of a module, electrical conductor or connection in the electronic display does not adversely affect modules that are downstream from the malfunctioning module, electrical conductor or connection.



BRIEF DESCRIPTION OF THE DRAWINGS
The above mentioned and other features and objects of this invention, and the manner of attaining them, will become more apparent and the invention itself will be better understood by reference to the following description of embodiments of the invention taken in conjunction with the accompanying drawings, wherein:
FIG. 1 is a schematic view of an orthogonal pixel array of a prior art electronic display.
FIG. 2 is a block diagram of a sign controller and module connections of a prior art electronic display.
FIG. 3a is a block diagram of a sign controller and module connections of one embodiment of an electronic display arrangement of the present invention illustrating the flow of display data with all modules functioning properly.
FIG. 3b is a block diagram of the sign controller and module connections of the electronic display arrangement of FIG. 3a illustrating the flow of display data in one embodiment with one of the modules malfunctioning.
FIG. 3c is a block diagram of the sign controller and module connections of the electronic display arrangement illustrating the flow of display data in another embodiment with one of the modules malfunctioning.
FIG. 4 is a schematic diagram of an example module of the electronic display arrangement of FIG. 3a. 
FIG. 5 is a block diagram of a sign controller and module connections of another embodiment of an electronic display arrangement of the present invention.
FIG. 6 is a block diagram of a sign controller and module connections of yet another embodiment of an electronic display arrangement of the present invention.
FIG. 7a is a block diagram of a sign controller and module connections of still another embodiment of an electronic display arrangement of the present invention illustrating the flow of display data with all modules functioning properly.
FIG. 7b is a block diagram of the sign controller and module connections of the electronic display arrangement of FIG. 7a illustrating the flow of display data with one of the modules malfunctioning.



Corresponding reference characters indicate corresponding parts throughout the several views. Although the exemplification set out herein illustrates embodiments of the invention, in several forms, the embodiments disclosed below are not intended to be exhaustive or to be construed as limiting the scope of the invention to the precise forms disclosed.
DESCRIPTION OF THE PRESENT INVENTION
Referring to FIG. 3a, there is illustrated one embodiment of an electronic display arrangement 300 of the present invention including a sign controller 318 and three modules 312a-c all connected together in a series loop. The series loop may be in the form of a local area network (LAN), for example. One channel enters each module from the left, and another channel enters each module from the right. Data may flow in either direction.
Controller 318 may be in the form of a central processing unit (CPU). Controller 318 may receive the display data (e.g., messages, schedules and playlist information) over one of several possible communications paths from a host computer that runs a proprietary program to generate the display data. A message may contain graphical, text, and background information as well as instructions to the sign controller regarding special appear and hold effects and timing information. The information in the message may be compressed or compacted in order to minimize storage space and to enable faster transmission to the sign controller. In order to play a message on the sign, the controller may parse the information in the message to generate a sequence of frames. A resolved bitmap may be divided into data packets that correspond to the respective portions of the electronic sign occupied by each module. Controller 318 may communicate to modules 312a-c over a local area network using a serial asynchronous data protocol.
Controller 318 may transmit to module 312a the display data for each of the three modules 312a-c. Module 312a may then read only the portion of the display data that is addressed to module 312a. That is, module 312a may read only the portion of the display data that is assigned to an address matching the address of module 312a. 
Module 312a may then transmit to module 312b the display data for each of the three modules 312a-c. Module 312b may then read only the portion of the display data that is addressed to module 312b. That is, module 312b may read only the portion of the display data that is assigned to an address matching the address of module 312b. 
Module 312b may then transmit to module 312c the display data for each of the three modules 312a-c. Module 312c may then read only the portion of the display data that is addressed to module 312c. That is, module 312c may read only the portion of the display data that is assigned to an address matching the address of module 312c. 
Module 312c may transmit the display data for each of the three modules 312a-c back to controller 318. Controller 318 may then treat the receipt of the display data for each of the three modules 312a-c as an acknowledgement that each of the three modules 312a-c also received the display data for each of the three modules 312a-c. However, in another embodiment, instead of transmitting the display data for each of the three modules 312a-c, module 312c transmits only a short acknowledgement signal to controller 318 for the sake of efficiency.
In the event that one of modules 312a-c malfunctions and is unable to transmit display data, the flow of the display data may be reconfigured such that each of modules 312a-c may still receive the display data. For the specific example of a malfunction in module 312b, FIG. 3b illustrates the reconfigured flow of display data such that each of modules 312a-c still receives the display data. More particularly, if sign controller 318 does not receive the display data or an acknowledgement signal from module 312c within a predetermined length of time after transmitting the display data to module 312a, then sign controller 318 may assume that one of modules 312a-c has malfunctioned and is no longer capable of transmitting the display data. In that event, sign controller 318 may re-transmit the display data to module 312c, as indicated by arrow 324. Sign controller 318 may re-transmit the display data on a same communication port on which sign controller 318 received the display data in FIG. 3a. Alternatively, sign controller 318 may re-transmit the display data on a communication port that is different from the communication port on which sign controller 318 received the display data in FIG. 3a. 
As another alternative, shown in FIG. 3c, module 312c may receive the display data from the same communication port of sign controller 318 that first transmitted the display data to module 312a. More specifically, if sign controller 318 does not receive the display data or an acknowledgement signal from module 312c within a predetermined length of time after transmitting the display data to module 312a, then sign controller 318 may close a switch 326 (shown open in FIG. 3c) to thereby directly connects the display data output port of sign controller 318 with a display data input port of module 312c. 
In the embodiments of FIGS. 3b-c, module 312c may receive the display data from controller 318 on a same communication port on which module 312c transmitted the display data in FIG. 3a. Alternatively, module 312c may receive the display data from controller 318 on a communication port that is different from the communication port on which module 312c transmitted the display data in FIG. 3a. Similarly, in the embodiments of FIGS. 3b-c, module 312c may transmit the display data to module 312b on a same communication port on which module 312c received the display data in FIG. 3a. Alternatively, module 312c may transmit the display data to module 312b on a communication port that is different from the communication port on which module 312c received the display data in FIG. 3a. 
As illustrated by FIGS. 3b-c, module 312c receives the display data directly from sign controller 318 in the event that module 312b malfunctions. Further, module 312c re-transmits the display data in the counterclockwise direction relative to FIGS. 3b-c such that module 312b also receives the display data from module 312c. It is to be understood that if there are additional modules between the malfunctioning module 312b and module 312c, then each of such in-between modules also receive and re-transmit the display data in the counterclockwise direction along the series loop, thereby passing the display data along until module 312b finally receives the display data and can pass it along no farther.
As described above, normally the modules are all “listening” to the data from one channel or port. In the event that a module malfunctions, the other downstream modules that cease receiving display data may start looking for data from another channel and resume displaying as before the malfunction. Thus, possibly only the malfunctioning module and its associated light emitting elements remain blank. After the malfunctioning module is replaced, the default data transmission scheme illustrated in FIG. 3a may be restored.
FIG. 4 illustrates a specific example embodiment of a module 412 that may be suitable for use in the embodiments of the invention. Module 412 includes a processor, microcontroller, or field-programmable gate array (FPGA) 422 that is capable of both receiving display data, as indicated by arrow 428, and transmitting display data, as indicated by arrow 430. Processor 422 may include an integrated communications device (not shown) to receive data from the sign controller from one or more data channels. The device may be connected to a local area network which is also connected to the other modules. Thus, all modules may “hear” the same data, except perhaps in a self-addressing mode as described below.
Each module may have a unique address which enables its processor to determine its virtual position along a sequential chain of the modules. From that virtual position information, the processor may determine its physical location within the electronic display. After determining its physical address, a processor of a module may respond only to all data and command packets that match its physical address. Each packet may contain a unique address matching the address of the module that is supposed to play the packet. However, the packets may be normally sent to and received by all the modules.
Sign controller 318 may include a test/operate switch (not shown) which may be used to display special test patterns on the electronic display and to initiate an addressing session. Modules 312a-c may represent one of several rows of modules, with each row receiving a unique set of display data from controller 318. Each module may be able to control whether it passes the data all the series connection or not (e.g., whether the module passes the data to the right in FIG. 3a). In normal operation, all data may be passed from the left to the right through all the modules. However, in a special addressing session, all modules may be commanded to turn off their re-transmission so only the most upstream module connected to the sign controller in each row can “hear” the data. Each of these most upstream modules may be supplied with an address and may be commanded to turn on its re-transmission of data in the downstream direction. Then the second most upstream module in each row may be supplied with an address and may be commanded to turn on its re-transmission of data in the downstream direction. This process may be repeated until each module in each row has received its unique address. The unique address may be stored in the non-volatile memory in each module. In the event that a module is replaced or moved to another location on the electronic display, then the addressing session may be repeated.
In a diagnostic mode of operation, each module may transmit diagnostic information about itself back to the sign controller over the same channel that is used to receive data. The diagnostic mode may be initiated by the sign controller. The direction in which the diagnostic data flows may be dependent upon which channel the module is actively listening to.
Module 412 also includes a light detector 420 that may be in bi-directional communication with processor 422. In one embodiment, light detector 420 senses a level of ambient light and communicates the level of ambient light to processor 422 so that processor 422 may control the level of light emission by light emitting elements 450 accordingly. For example, if light detector 420 senses a high level of ambient light, such as due to sunlight around noontime, then processor 422 may cause lighting elements 450 to emit a relatively high level of light so that the light from lighting elements 450 may be more easily seen by viewers in the sunlight. Conversely, if light detector 420 senses a low level of ambient light, such as at night, then processor 422 may cause lighting elements 450 to emit a relatively low level of light in order to use less power, extend the life of lighting elements 450, and/or prevent lighting elements 450 from blinding onlookers.
The display data received from the sign controller may be used by the processor of the modules to determine the desired color and brightness level for all light emitting elements within the module. As described above, feedback from light detectors 420 may be used to achieve the desired color and brightness levels. New or updated display data may be provided to the light emitting elements as frequently as sixty times per second. However, it is also possible for the display data to be permanent or semi-permanent, remaining constant for minutes or hours at a time.
Another embodiment of an electronic display arrangement 500 of the invention illustrated in FIG. 5 is substantially similar to electronic display arrangement 300 with the exception that arrangement 500 includes two sign controllers 518a-b which each transmit display data to modules 512a-c. Two channels enter each module from the left, and another two channels enter each module from the right. Data may flow in either direction. Each of sign controllers 518a-b may provide display data for a respective portion of the lighting elements of each of modules 512a-c. Alternatively, each of sign controllers 518a-b may provide display data for all of the lighting elements of modules 512a-c, but sign controllers 518a-b may provide the display data at different times. For example, each of sign controllers 518a-b may provide separate sets of display data which may correspond to different electronic advertisements that are to be displayed at different times.
FIG. 5 illustrates the flow of display data when each of modules 512a-c is properly operating, which is substantially similar to the flow of display data described above with regard to FIG. 3a. However, if any of modules 512a-c malfunctions such that it is unable to transmit the display data that it has received, then sign controllers 518a-b each transmit the display data in two opposite directions around their respective communication loop such that each of the modules in the loop receive the display direction from one direction or the other. This reconfiguration of the flow of display data for each of the sign controllers 518a-b may be substantially similar to that described above with regard to FIG. 3b. 
In the embodiments described above, the flow of display data may be in a horizontal direction across the electronic display from module to module. However, in another embodiment of an electronic display arrangement 600 illustrated in FIG. 6, the flow of display data may be in a vertical direction down the electronic display from module to module. That is, the channels may enter the modules from above and from below. Moreover, a single sign controller 618 provides display data for multiple loops of modules. Specifically, sign controller 618 provides display data for a first loop including modules 612a, 614a and 616a; for a second loop including modules 612b, 614b and 616b; and for a third loop including modules 612c, 614c and 616c. Other features of arrangement 600 may be substantially similar to the features of other embodiments described above, and are not described specifically in association with arrangement 600 in order to avoid needless repetition.
In the embodiments described above, the flow of display data may be either in a horizontal direction across the electronic display or in a vertical direction up and/or down the electronic display from module to module. However, it is to be understood that the present invention is not limited to any particular pattern or direction of data flow through the modules, and the modules may be arranged in any random order. For example, in another embodiment of an electronic display arrangement 700 illustrated in FIG. 7a, the flow of display data may zig-zag in a serpentine path from module to module across the electronic display in a variety of directions having components that are leftward, rightward, upward and/or downward.
The reconfigured flow of display data in arrangement 700 in the event of a failure of module 712b is illustrated in FIG. 7b. Similarly to the embodiment described above with regard to FIG. 3b, if sign controller 718 does not receive back the display data that sign controller 718 previously transmitted, or receive some other type of acknowledgement that module 712d received the display data, then sign controller 718 re-transmits the display data into the loop in a generally counterclockwise direction opposite to the generally clockwise direction in which the display data was originally transmitted. Thus, module 712d is the first recipient of the re-transmitted display data. Module 712d reads the portion of the display data that is addressed to module 712d and then re-transmits all of the display data to module 712c. Module 712c, in turn, reads the portion of the display data that is addressed to module 712c and then re-transmits all of the display data to module 712b. Because module 712b is malfunctioning, it is unable to re-transmit the display data to module 712a. However, module 712a received the display data in the original transmission from sign controller 718. Accordingly, each of modules 712a-d receives the display data from either the original generally clockwise direction or from the subsequent generally counterclockwise direction even though one of the modules is unable to re-transmit the display data that it receives.
Although the communication ports of the sign controller and modules of arrangements 500, 600 and 700 are not described in detail herein, it is to be understood that they may also include all of the various alternative configurations and hardware discussed above with regard to arrangement 300.
While this invention has been described as having an exemplary design, the present invention may be further modified within the spirit and scope of this disclosure. This application is therefore intended to cover any variations, uses, or adaptations of the invention using its general principles.

## Claims

1. An electronic display arrangement comprising:
a controller including at least one data communication port, the controller being configured to transmit display data from the at least one data communication port;
a plurality of modules electrically connected to each other in a series connection, each of the modules including at least one data communication port, a first one of said modules being on a first end of the series connection, the at least one communication port of the first module being electrically connected to the at least one communication port of the controller, a last one of said modules being on a second end of the series connection, the at least one communication port of the last module being electrically connected to the at least one communication port of the controller, the first module being configured to receive the display data from the controller and transmit the display data to at least one intermediate said module in the series connection, the at least one intermediate module being configured to pass the display data along the series connection in a first direction until the display data is received by the last module, each of the modules controlling activation of a respective plurality of lighting elements based on the received display data, the last module being configured to transmit to the controller an acknowledgement of receipt of the display data; and
the controller being configured such that if the controller does not receive the acknowledgement from the last module after transmitting the display data, then the controller transmits the display data to the last module, the last module being configured to receive the display data from the controller and transmit the display data to the at least one intermediate module in the series connection, the at least one intermediate module being configured to pass the display data along the series connection in a second direction opposite to the first direction;
wherein the acknowledgment comprises the display data.

2. The arrangement of claim 1 wherein the at least one intermediate module is configured to pass the display data along the series connection in the second direction until a malfunctioning one of the modules receives the display data and is unable to re-transmit the display data.

3. The arrangement of claim 1 wherein each of the modules includes a light sensor, each of the modules controlling activation of the respective plurality of lighting elements dependent upon an output of at least one of the light sensors.

4. The arrangement of claim 1 wherein the at least one communication port of the controller is selectively connected to the last module through a switch, the controller being configured to close the switch in response to not receiving the acknowledgement after transmitting the display data.

5. The arrangement of claim 1 wherein the controller is configured such that if the controller does not receive the acknowledgement from the last module within a predetermined time period after transmitting the display data, then the controller transmits the display data to the last module.

6. The arrangement of claim 1 wherein the modules are aligned along a horizontal direction or along a vertical direction on the electronic display.

7. The arrangement of claim 1 wherein the controller is configured such that if the controller does not receive the acknowledgement from the last module after transmitting the display data, then the controller transmits the display data directly to the last module.

8. A method of operating an electronic display, comprising the steps of:
providing a plurality of modules electrically connected to each other in a series connection;
electrically connecting a first one of the modules to a controller;
electrically connecting a last one of the modules to the controller; electrically connecting the first module to the last module via at least one intermediate one of the modules;
transmitting display data from the controller;
using the first module to receive the display data from the controller and transmit the display data to the at least one intermediate module;
using the at least one intermediate module to pass the display data along the series connection in a first direction until the display data is received by the last module;
using each of the modules to control activation of a respective plurality of lighting elements dependent upon the received display data;
configuring the last module to transmit to the controller an acknowledgement of receipt of the display data; and
if the controller does not receive the acknowledgement from the last module after transmitting subsequent said display data to the first module, then:
using the controller to transmit the subsequent display data to the last module;
using the last module to receive the subsequent display data from the controller and transmit the display data to the at least one intermediate module; and
using the at least one intermediate module to pass the subsequent display data along the series connection in a second direction opposite to the first direction;

wherein the acknowledgment comprises the display data.

9. The method of claim 8 wherein the at least one intermediate module passes the subsequent display data along the series connection in the second direction until a malfunctioning one of the modules receives the subsequent display data and is unable to re-transmit the subsequent display data.

10. The method of claim 8 wherein at least one of the modules includes a light sensor, at least one of the modules controlling activation of the respective plurality of lighting elements dependent upon an output of at least one said light sensor.

11. The method of claim 8 wherein the controller is selectively connected to the last module through a switch, the method comprising closing the switch in response to the controller not receiving the acknowledgement after transmitting the subsequent display data.

12. The method of claim 8 wherein if the controller does not receive the acknowledgement from the last module within a predetermined time period after transmitting the subsequent display data, then the controller transmits the subsequent display data to the last module.

13. The method of claim 8 wherein the modules are aligned along a horizontal direction or along a vertical direction on the electronic display.

14. The method of claim 8 wherein if the controller does not receive the acknowledgement from the last module after transmitting the subsequent display data, then the controller transmits the subsequent display data directly to the last module.

15. A method of operating an electronic display, comprising the steps of:
providing a plurality of modules electrically connected to each other in a series connection;
electrically connecting a first one of the modules to a controller;
electrically connecting a last one of the modules to the controller;
electrically connecting the first module to the last module via at least one intermediate one of the modules;
performing an addressing session including:
transmitting a first address to the first module;
inhibiting the first module from re-transmitting the first address;
transmitting a second address to the first module;
re-transmitting the second address from the first module to one said intermediate module;
inhibiting the one intermediate module from re-transmitting the second address;
transmitting a third address to the first module; and
re-transmitting the third address from the first module to the one intermediate module and passing the third address along to the last module; and

after the addressing session, performing an operating session including:
transmitting display data from the controller to the first module, the display data including identifications of associations between respective portions of the display data and the first address, second address and third address;
configuring the last module to transmit to the controller an acknowledgement of receipt of the display data; and
if the controller does not receive the acknowledgement from the last module after transmitting subsequent display data to the first module, then the controller is used to transmit the subsequent display data to the last module;

wherein the acknowledgment comprises the display data.

16. The method of claim 15 wherein the first module reads only a portion of the transmitted display data associated with the first address, the one intermediate module reads only a portion of the transmitted display data associated with the second address, and the last module reads only a portion of the transmitted display data associated with the third address.

17. The method of claim 15 comprising the further steps of: using the last module to receive the subsequent display data from the controller and transmit the subsequent display data to the at least one intermediate module; and using the at least one intermediate module to pass the subsequent display data along the series connection in a second direction opposite to the first direction.

18. The method of claim 17 wherein the at least one intermediate module passes the subsequent display data along the series connection in the second direction until a malfunctioning one of the modules receives the display data and is unable to re-transmit the display data.