If you want an ultra-high-definition TV but can’t decide on a flat or curved screen, the SAMSUNG UN78S9B might be just the thing.

And that’s because its 78-inch screen goes from flat to concave curve, on command. Demonstrated for the first time at the 2014 International CES in January, the TV has gone from prototype party piece to actual product and will be going on sale in the company’s native South Korea on August 1.

The logic goes that curved-display TV screens, especially ones that boast four times the resolution of High Definition, offer a more immersive, cinematic experience — so great for watching movies and for gaming.

However, some things, like using smart TV apps or checking the weather or watching the news might be better on a flat screen.

The past several weeks have been very busy for Samsung’s TV business.

At the end of June it launched three new ranges of flat UHDTVs, including the frankly gigantic 105-inch curved screen UN105S9 UHD TV with its equally colossal $120,000 price tag.

There is currently no word as to how much Samsung’s bendable television will cost, or when it will be offered for sale beyond South Korea.