Fluorescent backlit display

A fluorescent backlit display embodying a rectangular supporting frame, a display panel on the front of the frame, a plurality of equally spaced elongated modular lamp units each having a base member including an elongated tube of triangular cross section which carries a cylindrical fluorescent lamp provided with light leveling masking, two exterior surfaces of each triangular tube are reflective and are joined at a vertex from which they diverge rearwardly to marginal portions located adjacent a rollable nonspecular diffusely reflective rear wall. One end of each modular lamp unit carries an electrical connector, and a frame member carries a cooperable connector into which the first-mentioned connector can be plugged to provide both an electrical connection and a physical supporting connection for the unit, there being a shoulder member at the other end of each unit cooperable with a releasable latch on a frame member opposing the first-mentioned frame member to provide, with said electrical connectors, the sole support for each lamp unit.