Flat illuminating display device with light emitting means to illuminate a film for display of an image applied to a display area, wherein the light emitting means are embodied as at least one light coupling unit arranged laterally at a translucent film thus forming a light duct, wherein the light such fed into the adjacent edge area into the film is reflected by a reflective layer, which is applied on at least one side, to homogeneously spread within the film, wherein a reflection screen to obtain a light emission is provided opposite of the display area to create said display area.