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.