A computer-implemented method includes receiving a video frame. The computer-implemented method further includes dividing the video frame into two or more frame regions, each of the two or more frame regions corresponding to a selectively coolable region of a display. The computer-implemented method further includes identifying one or more frame characteristics for each of the two or more frame regions. The computer-implemented method further includes determining a cooling intensity to be applied to each selectively coolable region for displaying the video frame on the display based on the one or more frame characteristics. The computer-implemented method further includes applying the cooling intensity to each selectively coolable region at an effective time before displaying the video frame on the display. A corresponding computer system and computer program product are also disclosed.