Abstract: A dynamic display system in which a visual display is changeable in accordance with the vertical movement of an elevator. The display system is adapted for use in combination with a conventional elevator assembly having an elevator shaft, an elevator cab which is moveable within the shaft, and an elevator well at the bottom of the shaft. A display banner or the like is coupled at one end thereof to the underside of the elevator cab and at the other end thereof to a drum within the elevator well. As the elevator cab rises within the shaft, the display banner is pulled out from the elevator well so that the information printed on the display banner is gradually exposed as the banner ascends from the well. As the elevator cab descends, the banner retracts into the elevator well. In another embodiment, a bank of light generating devices, such as lasers or the like, housed within the elevator well, emits light beams into the elevator shaft.